Customer Service

Sephora takes top spot in retail personalization

Photo by istock.com

March 10, 2021

Luxury beauty retailer Sephora is tops when it comes to retail personalization.

The brand took first place in Sailthru's fourth annual Retail Personalization Index, according to a press release.

The index provides a complete analysis of the omnichannel and personalization capabilities of top retailers and highlights how some retailers have thrived in a new era of commerce brought on by the pandemic.

Sephora claimed the top score for the fourth year in a row, increasing to 89 points out of a possible 100, up from 79 points in last year's index. Main drivers are the brand's focus on omnichannel personalization, user engagement and new ways to provide the personalized shopping experiences it is known for.

Thrive Market and Best Buy placed second and third, respectively. Thrive Market doubled down on its omnichannel digital model with well orchestrated customer experiences. Best Buy fared well thanks to the company's strong digital investments that helped earn high marks for well-orchestrated online and curbside experiences.

"The demand surge for online grocery resulted in a huge new member spike for us here at Thrive Market, and we had to double down on optimizing our personalization efforts," Lindsay McGovern, senior director CRM and lifestyle for Thrive Market, said in the release. "We used Sailthru to reimagine our approach to marketing campaigns and lifecycle programs, even adding a new channel, SMS. We're proud to have placed number two within this year's list and to have been acknowledged within the Retail Personalization Index as the leading grocery retailer leveraging Sailthru's innovative technology three years running!"