Sephora Case Study

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Anthony Brown MBA 532 2/9/2016 Sephora Direct Case Analysis I am lucky to have some additional contextual information about Sephora’s online marketing efforts in the years leading up to this case. Until roughly 2007, Sephora.com was built using Amazon search, browse, and checkout technology, as well as hosted on Amazon servers. Sephora was responsible for their own customer service, but we were tasked with fixing any technical issue with the website. Although online sales had been increasing at a relatively steady rate year over year (as seen in exhibit 10), they were not meeting the company’s expectations. The marketing executives I worked with were convinced that random, nebulous technical issues with the website were to blame.…show more content…
If the chat session resulted in a purchase, a follow up email could be sent from the customer service agent to the customer, asking them how the product was working, and arranging any return or exchange as needed. If no purchase occurred, a follow up could still be generated, perhaps offering the customer a nominal discount on the products that were discussed via chat. This chat system differentiates itself by being live, relatively anonymous, and helping customers actually transact on the site. Public discussions can continue on Facebook, but focused customer conversations would occur via chat. The aforementioned chat feature could be promoted on other social media outlets, in order to make sure customers are getting the service they need. For example, if someone goes on the Facebook page and rants about a bad experience, the Sephora employees who monitor their Facebook site can direct the angry customer to use the Sephora.com chat support in order to get help. If the customer has not previously gone to Sephora.com, the positive chat experience could cause them to return to the site in the future. With regard to their current external social media efforts, steps should be taken to minimize the duplication of effort across the different platforms. At Amazon, there was one “social media team” that was responsible for monitoring Facebook, Twitter, YouTube, and any other outlet where Amazon was being discussed. In many cases a customer would complain in

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