Sephora exec discusses the ROI of social media
Within retail headquarters around the country – and even here at NRF – there have been countless discussions about cultivating communities through social networks. Conversations that start with “How do we do it?” and “Who owns it?” are often followed by the inevitable, “But what’s the point?” Certainly there’s no use in leveraging resources for social media if there isn’t some kind of pay off. And if it isn’t increased sales, well, it had better be something.
One company making serious headway in the social media landscape is Sephora. With over 437,000 fans on Facebook (up 5,000 from the last time I checked) and 53,000 Twitter followers, in addition to a robust mobile site filled with ratings and reviews, Sephora is a company that seems to be doing all the right things and – more importantly – knows why they’re doing it. In advance of her session at next week’s Retail Innovation & Marketing Conference in San Francisco, Sephora Direct SVP Julie Bornstein discusses how the mobile revolution will impact catalogs, what other retailers give her social media inspiration, and how the company strives to take care of its “fans”.
