Inside Sephora's Formula for Creating Experiential Retail
Calvin McDonald, president and CEO, Sephora Americas, opened his keynote presentation at Shoptalk in Las Vegas with a simple question for the audience: Can a retailer truly be experiential? During the next 20 minutes, McDonald proceeded to answer that question in the affirmative, unsurprisingly naming Sephora as a brand that has become experiential for its beauty enthusiast customers.
To become experiential, brands must first define what that means. For Sephora, being experiential is predicated on three core beliefs: Be memorable, be sharable and be repeatable.
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