Sephora taps in to the showrooming trend

This event report discusses how beauty retailer Sephora has actively embraced the idea of “showrooming”, where shoppers examine products in store but compare – and often buy – them online.

Sephora stands up to showrooming

Stephen WhitesideWarc

Over the last two years, the sense of panic among retailers facing the rise of showrooming – bricks-and-mortar shoppers comparing products online – has been palpable.

Sephora, a chain of cosmetics stores, claims it has stared down the danger of digital erosion and welcomed in-store online browsers, all in the name of driving sales and building loyalty.

Johnna Marcus, the beauty group's director/mobile and digital store marketing, told delegates at the National Retail Federation's (NRF) Big Show that it consistently has advocated the practice of showrooming, even as other retailers have...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands