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That has always been my mindset as a sales manager, whenever I have been in that position. I believe in people, and I seek to encourage them to perform at their best. There are many teams in baseball, but not all play as a team. Many merely play as a group of talented athletes, which is a huge difference over the course of a long season. Knowing how to play your group of salespeople as a team, to overcome the group objective of winning the customers support, is the objective.

The opposing team in proper viewpoint is not just the similar competing business to yours. Nor is it the competing franchises of your home office. No, in order to really be effective in the market place as a surviving business, you must go beyond that philosophy. You must be willing to expand your viewpoint to fully understand who the competition truly is.

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The result is that Sephora can now trace customers' precise offline and online behaviors in the lead-up to a sale. We just weren't looking at it before, but it's a win for both channels," said Laughton. We're more aligned, and we can move faster across in-store, online and mobile strategies. Mobile is the glue that holds it all together. As an added benefit of the mobile app, Sephora can collect more information about audience habits through the data that shoppers provide while using it, which helps the brand influence future purchasing decisions. One of Sephora's key goals is to focus on creating a quality experience for each individual shopper whether on the web, on mobile or in-store.

In order to accomplish this, Sephora uses data gathered from their customers' shopping habits to design informative marketing content that is both helpful to a wide segment of their audience and personalized to an individual shopper's needs.


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One way that Sephora can gather this information is by analyzing the actions that a shopper takes after being presented with a product page. The choices a shopper makes helps Sephora identify the customer's intentions and design a more personalized user experience that accounts for whether the shopper is researching and comparing products, planning a purchase for later, or ready to purchase a product immediately. For example, a shopper that adds a product to their basket could intend to make an online purchase, whereas a shopper that searches for a local store could intend to make a purchase in a physical location.

The Art of Sales Management | Lessons Learned on the Fly

Regardless, these two shoppers are on different paths to making a purchase from Sephora, and thus will likely have a unique experience. In November last year, for example, Sephora began utilizing the Google Analytics Suite to better understand the purchase journey when customers view a Sephora ad online or on mobile, but make a purchase in a store. The brand worked with Google to integrate data across online transactions and in-store purchases.


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  8. This allowed Sephora to gain a better view of the customer journey, and also the impact of its digital marketing efforts - namely that online advertising was driving in-store purchases. In fact, when in-store sales were included in the path to purchase, Sephora saw a 3.

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    Sephora realized through product reviews and customer feedback that a common pain point for customers was purchasing a cosmetic product that wasn't the right fit, which caused unwanted frustration for shoppers. To help solve this problem, Sephora creates online content to educate shoppers on their way to making a better purchase decision and feel confident with their selections.

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    For example, Sephora's Pocket Contour Class offers tips on how to properly apply Sephora's products and can recommend which products are right for a variety of skin tones. Further educational content is available on Sephora's website and mobile app, as well as the company's catalog. Sephora is also big on video content, knowing that the vast majority of beauty shoppers turn to the likes of YouTube for reviews and tutorials before committing to a purchase. The retailer has been increasing its video output significantly over the past couple of years - from videos in to over in Utilizing the power of influencer marketing - which includes brand ambassadors and micro-influencers - Snapchat takeovers , YouTube beauty videos , and Instagram campaigns , Sephora embraces a multi-channel video and visual marketing strategy that connects with audiences on the platforms they use most.

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    Image source: growthrocks. By building customer confidence through product education and addressing the needs of shoppers, Sephora influences more qualified sales while providing a better online and in-store experience. It's through these data-driven decisions that Sephora has continued to stay a dominant leader in the retail marketing space for the past decade. When integrating your retail offerings with your online marketing efforts, embrace personalization and empower your customers with the tools and information that they need to feel confident in their decision to make a purchase.