![]() ![]() Sephora has started to segment skincare products on their website based on purpose but they don’t have anything that is personalized like the Visual Artist or Color IQ to recommend products. One example for how they could do this is to build out personalization technology for skincare, not just makeup. Going forward, Sephora needs to continue to focus on its digital innovation lab and leverage ways in its stores and through its app to constantly experiment with new technology. Loyalty is a data-driven ecosystem, so that’s hugely powerful.” Mary Beth Laughton, Sephora’s SVP of omni retail, says “The power of using that data to better appeal to her at every touchpoint and understand her in a deeper way enables us to create these experiences that she cares about across our channels. By merging the teams, Sephora can look at customers from a 360-degree perspective and better use AI to target the customer. First, the launch of the Sephora Innovation lab in 2015 enables Sephora to “develop and test a broad range of digital experiences designed to inform and enhance shopping across web, mobile, and brick-and-mortar.” Second, Sephora recently merged their digital and physical retail teams. ![]() In the long term, Sephora is headed in the right direction from an organizational perspective. Pathways to Just Digital Future Watch this tech inequality series featuring scholars, practitioners, & activists Matches can be immediately tried on in Virtual Artist then purchased in app.” From there, a list of the top matching shades available from Sephora is quickly returned to the user. “This state-of-the-art Sephora technology uses advanced AI to decipher the image…and suggest a predominant color, but clients can pick any color from their picture by moving the indicator dot in real time. For example, Sephora Visual Artist has led to customers trying on 200 million shades during more than 8.5 million visits to the Sephora Virtual Artist feature. Sephora Virtual Artist kiosk invites customers to use augmented reality to try different products Sephora Visual Artist on Sephora’s app These technologies are driving engagement with content and leading to increased purchases.
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