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Sephora streamlines shopping experience with new My Beauty Bag mobile, digital effort

By
June 13, 2013

Sephora is letting consumers collect their favorite products, organize them in one place and keep track of online and in-store purchases through its new My Beauty Bag initiative.

My Beauty Bag lets consumers keep track of their most love and purchased products at their fingertips, whether they want to access it online, in-store or via their mobile device.

“At Sephora, digital is in our DNA and we’re constantly thinking about how to make the online and offline shopping experience more seamless for our clients,” said Johnna Marcus, director of mobile and digital store marketing at Sephora.

“We created the digital My Beauty Bag so that our clients can access their favorite products and past purchases whenever and wherever they want,” she said.

Over the past few years, Sephora has been ramping up its mobile commerce efforts to keep up with tech-savvy customers and reach them in a unique way.

How it works
Through the My Beauty Bag feature, consumers can hunt for that perfect shade of lipstick or mascara that they want to buy again or recommend to a friend.

The My Beauty Bag effort is a perk of the company’s already-popular Beauty Insider program.

To take part, consumers can sign-in to their account or register for one.

My Beauty Bag has two parts: purchases and “loves,” which are a consumer’s must-have products.

All purchases made in-store with a consumer’s Beauty Insider card will be saved there.

Additionally, consumers can use this list to easily repurchase their product when they run out.

Moreover, consumers can find their products quickly using the sort options, such as brand name, price and recently added.

Through the “loves” feature, consumers can save their favorite products and all the items they cannot wait to try.

Only Beauty Insiders can see their in-store and online purchase history in My Beauty Bag.

All purchases made in-store with a Beauty Insider card – including from a mobile phone app or Passbook – will be saved there.

Past efforts
Sephora is no stranger to mobile.

Last year, the retailer strengthened its position in mobile commerce  and expanded its reach even more by implementing Apple’s new Passbook to drive in-store foot traffic (see story).

Earlier this year, a Sephora executive at Mobile Marketer’s Mobile FirstLook: Strategy 2013 conference said that its customers are increasingly turning to mobile to shop, browse and purchase products and the retailer is continuing to make the medium a top priority this year to further enhance shopping experiences (see story).

“Whether they want to use it in-store on their mobile phone or at home on their tablet, it’s all about giving them choices – we want to be where our customers are,” Ms. Marcus.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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