F&T MARKETING –

E-RÉFÉRENCEMENT

M. Tiziano TASSI

Alexandra BETTON – Emmanuelle BONNET – Suzi FONSECA GOMES – Tatiana SAVINOVA – Doriane SUIRE

INTRODUCTION TO THE BRAND

Short history

• Created in 1969 by Dominique Mandonnaud

• Belong to LVMH since 1997

• In 1999 Sephora created its first website with online sales : www.sephora.com in the USA

• Currently there is over 1 700 stores through 30 countries

• In 2013 there was 295 stores in France with a turnover of 1 226 324 000 € and a profit of 92 477 000 €

INTRODUCTION TO THE BRAND

Distribution channels• E-commerce is now essential and complementary to conventional

merchant circuits.• An average of more than 5 million people have viewed each month at

least one site of Top 5 e-commerce sites : cosmetic Club creators of beauty, Yves Rocher, Sephora, Marionnaud and Nocibé

• Direct sales and travel retails• Site Sephora.com since 1999 in USA and since 2005 in France• Sephora stores in France, USA, China, United Arab emirates, Europe, Japan

Competitors• The most important world distributors are Marionnaud, Nocibé, Sephora et

Douglas – 76% of national market• Perfume and cosmetics stores in France: Les Galeries Lafayette, Le

Printemps and le Bon Marché – 8% of national market• Independent perfumers – 4% of nation market• The franchises and groupments of small stores - 12% of the national

market

INTRODUCTION TO THE BRAND

Markets

• It is estimated at over 425 billion selling price distributor. The current main centers of consumption in 2011 are :

- Europe, the world's largest market with € 72 billion

- United States: € 37.8 billion

- Japan: € 29.3 billion

*Source: Euromonitor International 2009 and 2011

INTRODUCTION TO THE BRAND’S FACEBOOK PAGE

SEPHORA France 517 962 fans 8662 persons are talking about it Pictures / Articles / EventsLink on Instagram Link on the website to Facebook

« Parce qu’il se passe toujours quelque chose chez Sephora, devenez fan de Sephora France puis découvrez, « likez » et partagez la beauté telle que nous la travaillons ! »

« Because there is always something in Sephora, be a fan of Sephora France then discover, like and share beauty as we are

working it ! »

ANALYSIS

2%

62%8%

28%

Category of brand's posts

BrandingCommunication (Product)Communication (Promotion)Infotainment

Comments :

Sephora Facebook page mainly used to communicate about its products

Key points :- Information for customers about new products (62%) and campaigns

(23%)- Attractive pictures to make people try products and give opinions- Opinions are available for all clients of Sephora

ANALYSIS

Comments :

The brand doesn’t really answer to customers (6/100 comments)

Key points : - Sephora answers a few to customers’ requests- 50% answers for customer care

33%

17%

50%

Category brand's comments

Communication (Product)Communication (Promotion)Customer Care

ANALYSIS

Comments :

Sephora Facebook page used mainly to ask information about products or about organization

Key points : - Almost equal (3-8% for each category)- Friendly relationship with the brand + quick answers- Varied posts (discussion with the brand & about the

firm)- Communication on users’ businesses, products,

blogs…

16%

14%

14%6%34%

10%6%

Category fans' posts

Claim/complaintConversation between usersFanship/support/endorsementGratitudeInformation requestReaction to in-fotainmentScorn/offense

ANALYSIS

Comments :

Mainly positive

Key points : - Creation of a community (conversations between users about

products and brand)- Despite complaints, Facebook still is a tool to discuss and

share about cosmetics

5%24%

22%

2%

9%

34%

4%

Category of fans' commentsClaim/complaintConversation between usersFanship/support/endorsementGratitudeInformation requestReaction to info-tainmentScorn/offense

ANALYSIS

Comments :

Active plateform for conversations between users and the brand

Key points :

- Posts, interest or questions about the product provided by Sephora have comments

- Users totally involved about Sephora news

100%

Index of active conversation for brand

Brand's status with comments

ANALYSIS

Comments :

Conversations started by fans are less popular than brand’s posts.

Key points :

- Brand’s posts more interesting for users- Conversations started by fans more offensive- Sephora have mostly fans

48%52%

Index of active conver-sation for fans

Fans' status with commentsFans' status without comments

ANALYSIS

Comments :

More comments, likes and shares for the brand.

Key points : - Support shown to the brand via a lot of « likes » (31790)- Comments on brand’s posts to bring attention- Users want to federate people around the brand and promote

products by sharing- Attention brought to fans’ posts less important (0 sharing)

ANALYSIS

Comments :

Main type of response for the brand’s posts is reaction to infotainment

Key points :- A few claim/complaint responses (2%)- Some scorn/offense responses, for example « Sephora product

was shit »- The rest is neutral or positive responses

2%21%

25%

2%

10%

35%

3%

Response nature to brand's posts

Claim/complaint

Conversation between users

Fanship/support/endorsement

Gratitude

Information request

Reaction to in-fotainment

Scorn/offense

ANALYSIS

Comments :

No response back to customers often even if there are complaints or requests.

Key points : - Percentage of response quite low (12%) for complaints or

information requests- Answered twice for information request and once to a

complaint- No deal with the complaints/claim posts- For information requests, Sephora doesn’t really take time to

answer

12%

88%

Customer care index

Customer care responseNo customer care response

CONCLUSIONS

Sephora is really present on Facebook. The brand communicates mainly about its products.

Every post generates a lot of reactions from users. That shows the success of this important media and the users’ interest.

We can see that users want an interactive contact with the brand.

SUGGESTIONS

- Sephora should answer to its customers all the time - The brand should be more interactive with its fans

and not just communicate on its products- It should communicate more on the value of the brand

SEPHORA

Thank you for your listening