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.
Showrooming: Smartphone as a local store magnet
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