Sephora Group Paper (MKTG 363)

Sephora Group Paper (MKTG 363) - SEPHORA 08.07.2011 MKTG...

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SEPHORA 08.07.2011 MKTG 363 Executive Summary Sephora is one of the world leaders in selling beauty products. Their beauty line includes cosmetics, skin and hair care, fragrances, bath and body items, gifts, personal care products, and shaving necessities for men. Sephora carries both natural and organic products in their cosmetics, skin and hair care, and bath and body beauty lines to give their customers a wide variety of products. Sephora faces three crucial issues: an overwhelming array of products for their customers to choose from, an increased need for customer personalization, and the external threat of an economic downturn. Our recommendations for Sephora in order to address their issues would be to filter out low performing products, increase consultant to customer ratio, create a balance in the open-selling approach, shift their
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focus to mid-priced product lines, and to increase awareness about Sephora’s exclusive private collection. Once Sephora implements these recommendations the company can allow three months to pass before assessing the results. The company can assess results by reviewing quarterly sales reports, obtaining monthly feedback from sales consultants, and by encouraging customer feedback through e-mails and store visits. Company Background Sephora’s original name was Shop 8 , when it first opened in France in 1970 by Dominique Mandonnaud. It was not until 1993 that Shop 8 was then renamed to Sephora by merging the Biblical name Zipporah, after Moses’ exceptionally beautiful wife, with sephos; the ancient Greek word for “pretty.” Then in 1997 the world’s largest luxury goods company acquired Sephora. That company is the Paris based conglomerate Louis Vuitton and Moet Hennessy (LVMH). Sephora arrived in the United States by mid-1998 with two store locations, one in New York and one in Miami, Florida. Now, Sephora operates in approximately a thousand-plus stores worldwide covering fourteen countries, including two hundred and fifty stand-alone stores in the United States and one hundred and fifty stores inside JCPenny’s. Sephora is continually expanding throughout the United States and worldwide using a multichannel system, which includes their “Touch and Feel” stores, their highly successful online store, and by direct mail through their catalogs that are mailed out on a periodic basis. Sephora University was established in 2007 in San Francisco, California. Sephora University is a unique school where the company sends their employees to a four-day course to educate them about the science of skin care, hair care, make-up, fragrances, and general beauty know how. Learning opportunities are directed to both consultants and managers so that all of Sephora’s employees have the full range of knowledge. The employees can also enroll in advanced courses to become certified as an “expert” on skin care, color, and fragrances. These students who have completed the advanced courses obtain a special pin that they wear while working inside a Sephora store to acknowledge
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This note was uploaded on 01/29/2012 for the course MKTG 363 taught by Professor Paulchao during the Summer '11 term at Eastern Michigan University.

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Sephora Group Paper (MKTG 363) - SEPHORA 08.07.2011 MKTG...

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