Tuesday, Sep. 6, 2011
Sephora's basic strategic: they are a combination distribution channel for other people's products and a marketing machine for their own specialized product line. The way they price their own line below the other products they sell allows them to actually use their competition to sell their own product line while also making money off distributing the competition.
Their mission is to provide one-stop shopping for makeup, skin care and beauty products. The way they do this, is they offer their own broad product line as well as being the means of distribution for many other products in both a print catalogue and an online website. They position themselves in the middle price wise offering their customers a mix of affordability and quality. They are neither the Rolls Royce nor the K-mart of the cosmetics industry. Their own products are less expensive than others they offer for sale, but none are too expensive.
They organize each store like this: on the first floor, they put different make-ups organized by company. One the 2nd floor, they put all the skin care products, organized by countries. These may include: U.S, Japan, France, etc.
Stores also offer knowledgeable staff who, not only sell products to customers, but can also serve as advisers to them. Walk into any Sephora store anywhere in the world and you will have this same experience.
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