sephora service audit presentation
TRANSCRIPT
Megan Cornelius, Blerta Imeri, Alex Myers, Hannah Tillson, and Din Tran
❖ Opportunities & Recommendations
❖ Questions
Agenda❖ About Sephora
❖ Beauty Industry
❖ Sephora’s Competitors
❖ SWOT Analysis
❖ Research Objectives & Goals
❖ Research Methods
❖ Findings
About Sephora❖ Sephora is a beauty-retail company
founded in 1998
❖ There are over 2,000 stores in 29 different countries
❖ Sephora is also located inside of JCPenney stores
❖ Offers a wide variety of products➢ Makeup➢ Skincare➢ Fragrances➢ Haircare➢ Tools
❖ Unique customer service and technology
Beauty Industry❖ Beauty Industry has a wide range
of products ➢ haircare, fragrance, makeup, etc.
❖ Continuous Innovation and product introduction due to fast paced market
❖ Industry is moving toward natural and organic products➢ Limited animal testing➢ Health, and environment concerns
Sephora’s Competitors❖ Main Competitors
➢ Ulta
➢ Walmart
➢ Target
➢ Drugstores
SWOT AnalysisStrengths
❖ Trained professionals❖ Strong Brand Recognition among loyal
customers❖ New industry technology
Opportunities
❖ Young Adult Female emerging market❖ Global Presence❖ Beauty Professional training and
application
Weaknesses
❖ Advertising: very little advertising for company and products
❖ Weak fragrance brand awareness and low sales
❖ Limited locations and brand standardization
Threats
❖ Environmentally conscious stakeholders and companies
❖ Lack of convenience
❖ Analyze the quality of customer service provided to customers at Sephora to determine the effectiveness of Sephora’s customer service
❖ Study why consumers choose Sephora’s competitors
❖ Determine if Sephora’s service is consistent with its mission statement
❖ Identify opportunities for service improvement and make recommendations to Sephora
Service Audit Objectives & Goals
Research Methods
❖ Observation➢ In-store observation of customer and sales
associate interactions
❖ Brief Inquiries of Employees➢ Asked the sales associates a few questions to
increase our data collection
❖ Online Survey➢ RIT Qualtrics
➢ Distributed through social media, emails, etc.
Observation❖ Understand how customers search for,
test, and decide to purchase products
❖ Study how often customers utilize the makeup consultants and whether these interactions led to a purchase
❖ View the level of organization of store products
Sephora Customer Experience
Who Initiated the Interaction?
How Long was the Interaction?
Short - Sales Associate showed Customer to product area / 1 Task done by SA for C
Medium - Sales Associate helped Customer with more than 1 thing
Long - Sales Associate applied 1 or more products onto Customer
Did Customers Use Any Makeup Testers?
Purchase Percents
Brief Inquiries❖ The number of employees that work at one time
➢ Weekday vs. Weekend
❖ Qualifications required for employees
❖ Important skillsets necessary for employees
❖ How new technology has improved Sephora’s customer service capabilities
Sephora Employees
❖ Weekends: 4-5 work at once ❖ Weekdays: 3 work at once
❖ No certifications❖ Customer Service skills
New Technology!
Online Survey❖ Where consumers shop or would shop for
makeup
❖ How Sephora customers rate Sephora’s location, quality of products, atmosphere, and customer service
❖ How Sephora’s competitors were rated in the same categories
How Women Use Makeup
50% Women use makeup everyday
41%Women use makeup 3-5 times a week
Where Consumers Would Shop
35 of 38WOULD NOT
shop at Sephora
Sephora Vs. Competitors
Quality of Products
Atmosphere
Ability to Consult with Makeup Experts
Location
5.7 5.0
5.0 4.1
4.9 2.6
4.6 5.0
Sephora’s Customer Service
67%
of the participants who received
assistance from a sales associate said that
they were more inclined to purchase a
product
Strategic Recommendations
Strategic Recommendations
Price Variety
Increase Promotionsa. Increase Advertising of Sephora Brand
Makeupb. Blind Product Testingc. Fragrance Promotion
Strategic Recommendations
Employee - Customer Service Interactionsa. Continuation of High Employee Expectationsb. Greeters
Locationa. Airport Vending Machinesc. Easy Access Mall Locations
Questions?