Omni Channel Retailing: Sephora in China

What is Omni-channel retailing:

Omni channel retailing is an integrated approach which combined online and offline services of company. It aims to provide customers better experience of shopping, social and entertainment .

In the past, people will either go to real stores or online shops to purchase products. With the technology development, people can access information in mobile phone at any time in nowadays. In addition, online payment is an acceptable tool now. These indicates that the Omni channel retailing has a bright future. One of the successful example could be Sephora.

What did Sephora do in China:

Not only real stores, Sephora in China also launched its online stores in many online platforms, such as Tmall, JD mall, Sephora App, and Wechat app .

Picture from: https://www.tmogroup.asia/3-tips-to-grow-your-ecommerce-sales-in-china-during-slow-season/screen-shot-2016-08-04-at-%E4%B8%8B%E5%8D%885-19-41/

For example, the Wechat app is an online communication tools like Facebook, which has a great number of users in China. By launching the app on Wechat, people can easily get new information of makeup products of Sephora. What is more, the nearby store is also provided based on customers’ real-time location. As a result of it, people can choose purchase online, purchase online first then pick up products in store, or go to the nearby store easily.

picture from: http://beauty.haibao.com/article/2480080.htm

What is more, Sephora chose the famous singer Zitao Huang who has a great number of fans in China as the brand ambassador . By doing this, people who follow his social media account will notice about Sephora as well.

By creating more touch points such as online & offline shops and famous spokesperson, Sephora use omni channels well in Chinese market.