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...