Sephora Launches New Omnichannel Shopping Experience in China

Content Manager

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.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.