News

Sephora melds physical, digital retail divisions

June 5, 2018

In an effort to boost customer experience and service Sephora has meshed its internal digital and physical retail units into one division.

It's also updated the title of Mary Beth Laughton, formerly senior vice president of digital for the past four years, to executive vice president of omni retail, according to a Glossy report.

"We should be fine with wherever the customer wants to shop, and our existing organization didn't reflect that mindset," said Laughton told Glossy. "So we brought in-store and digital under one roof, along with customer service. It's changed the way we think about sales metrics, engagements and experiences across channels."

The beauty retailer has also redefined sales metric strategy and is putting mobile front and center in driving a better customer experience.

"If a customer browsed online then bought in store, we can see that. We just weren't looking at it before, but it's a win for both channels," Laughton told Glossy. "We had good relationships across our channels, but we weren't collaborating or finding synergies, and we were maximizing business in isolation. 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."