Sephora Launches New Omnichannel Shopping Experience in China

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Sephora announced the launch of a new omnichannel program in China which incorporates its app, website, stores and a new WeChat mini-program in an effort to offer customers a fully immersive shopping experience.

The program, dubbed “My Beauty Power Turn It On” will focus on beauty trends, creating a “seamless omnichannel closed-loop retail system,” according to the company.

Part of the launch includes naming a brand ambassador, popular Chinese singer-songwriter-actor Z. Tao. It also ties in 228 physical stores covering 74 cities in China, the Sephora app, Sephora.com, a Tmall flagship store, a JD.com flagship store and a “mini program” store on WeChat, China’s equivalent to Facebook.

This month Sephora will also open an Asian flagship store, a five-story building on Nanjing Road in downtown Shanghai. The company plans to open twenty new stores each year in China over the next five years.

Among other things, Sephora said the program is an attempt to embrace the Chinese social culture and become the first vertically integrated beauty retailer to offer a full social shopping experience.

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