Beauty retailer Sephora views the smartphone not as a threat but as a magnet to draw customers into its retail shops. When customers perform a Google search for a product, local inventory ads help drive in-store footfall. Once inside the store, consumers can use the Sephora app to scan product codes and access ratings, reviews, past purchases and more. This utility-first approach to the mobile experience ensures customers are better informed, happier and more likely to shop in Sephora again.

May 2015