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Sephora has turned mobile into a major competitive advantage for the brand. While the app’s primary purpose it to serve customers who are not in a physical retail store, it works well as a complementary tool for those inside stores too. Sephora’s mobile app has a definitive in-store role: it houses loyalty card info and enables quick access to a deep library of product content, reviews, videos and more. It also allows users to quickly find products in nearby stores or order online. Other areas of standout performance include the Beauty Insider program, order history details, image and barcode scanning and tools that enable shoppers to figure out the best products for their unique skin tone and style. Sephora is also an early adopter of mobile payment technologies, though no mobile self-checkout is available in store. There are clearly opportunities to leverage mobile even further to improve the in-store experience, mainly in the areas of store guidance, checking for crowds, feedback, mobile self-checkout and personalization, but Sephora is a clear leader in the mobile in-store revolution.