Sephora Leads The Way In Omnichannel Transformation, Consumer Connect

Sephora is constantly evolving its experiences for beauty enthusiasts, with e-stores that encourage urban shopping in its true sense, but not dominated by metro cities...

- Charu Lamba

Arvind Limited, led by textile tycoon Sanjay Lalbhai, tied up with the French cosmetics and beauty retailer, Sephora, owned by Moet Hennessy Louis Vuitton (LVMH), to run it’s India operations, bagging both the store and e-commerce rights.

The brand re-introduced its first re-vamped flagship store at Select CityWalk, Saket in 2016. The Sephora stores were revamped after Arvind Ltd. took over the brand in India. The new outlets are brighter, with a much better laid-out in terms of category segregation and ease of product finding. The product merchandising is such that it is easy to select for consumers and is placed in the way the brand wants people to use the products. The display in the fragrance segment of the store is at par with any other Sephora store worldwide.

Vivek Bali, Chief Operating Officer, Sephora India, says, “With its navigation-friendly layout, the revamped store enhances the shopping experience of the customers. A customer can walk in to the store and go straight to the area which houses the products s/he wants to buy and find them easily.”

“A lot of emphasis is on category demarcation. Within the category, there is demarcation on the position of the brand and within the brand, the position of the products. The way we place the products is an effort to educate the customer in terms of buying the product,” he explains.

Apart from stressing on exclusive brands – Sephora, Make Up For Ever, Benefit, Burt’s Bees and Boscia – it also lays emphasis on Louis Vuitton brands like Dior and Bulgari, and also selective global partners including Estee Lauder, Clinique and Lancôme.

Journey from Beginner to Best

Sephora has come a long way in the past two years.