Sephora USA cosmetic retail chain store is owned and operated by Moët Hennessy Louis Vuitton (LVMH). The Sephora chain includes more than 750 stores in 17 countries. There are 16 retailing stores in the New York City area. The stores offer knowledgeable staff who, not only sell products to customers, but can also serve as advisers to them. Each store carries over 250 brands including Sephora's own private label. It is very convenient for customers to find what they are looking for all in one place. Their online store is accessible worldwide and easy to use. You can easily search by brand, price and/or category. Each retail outlet is a mix of: product, place promotion, presentation, and personnel. Sephora is a successful chain specialty retailer.
I visited two stores at 76th st. Broadway and W34th st. near by Macy's to see for myself. When I walked inside the store, I could instantly smell a mix of perfumes. From what I could see and smell, I felt like there are so many beauty items. They organize their store from makeup to skin care, body works and make-up tools. This is their marketing strategy too. Customers have to walk all the way inside to find basic skin care products. When they pass the makeup section, they might stop and take a look at these products. Customers could try all of their sample products. Customers feel free to try all different brands of cosmetics before making their decision. Staff are very helpful. I asked them about what brand face wash is good for my skin-mix and they introduced 4 different brands of face wash and they tried each one on the back of my hand to show me the difference. Staff also provide invaluable feedback and information to the customer about the different brands the customer is considering. Personnel do not hovered over you; they will ask you if you need help and if you said "no thanks" to them, they won't bother you again.
Overall, Sephora stores give you a convenient and helpful shopping experience. That's why they are successful.
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