Last week, NRF’s retail blog recognized Sephora as a brand that’s truly “getting” social media marketing. Sephora has long been a highly active Bazaarvoice client, and we were excited to see the brand recognized for their innovative efforts at engaging their customers in the social sphere.
NRF interviewed Julie Bornstein, Sephora Direct SVP, for the post. Some of Julie’s comments really struck a chord with us, and we’d like to share them here.
Julie discussed the brand’s use of MobileVoice, allowing shoppers to access Sephora’s thousands of customer reviews on their mobile devices. “Have you ever tried to decide which moisturizer to use while standing in front of a wall of options?” Julie asked. “Our customers love to talk about beauty and they love to hear what others have to say.” Mobile access to authentic customer opinions helps shoppers in offline channels – in your stores, browsing your catalogue – find the right product for them.
On Facebook, Sephora strives to make sure there is value in being a fan. “We make changes as a result of [fan feedback],” says Julie. “Given that the people who tend to interact with us are our more serious beauty mavens, they really know what’s going on. It makes us realize how in touch our consumer is!” Customer feedback offers brands a chance to interact with their most engaged customers, learning from their feedback to improve products and services and generate effective marketing campaigns. “Use this audience as a focus group to help drive business decisions,” Julie suggests.
Integrating social networks like Facebook into UGC efforts offers brands the opportunity to make this content especially relevant for shoppers. “If the first generation of ‘user-generated content’ was Ratings & Reviews, I think the next will be around filtering that input by your own network and friends,” Julie suggests. TurboTax is doing this with its “Friends Like You” feature, which not only allows shoppers to filter reviews by personal aspects like “bought a home” or “had a baby,” but also allows them to find reviews submitted by their connections on Facebook, Twitter, and Myspace.