Yesterday US retailer Sephora completed a ‘digital makeover’, which has over the past few months included the launch of a new website, mobile site, an iPhone app, plus the introduction of iPads (to look up products) and the iPod Touch (to help customers check out) to many of its stores.
So far, the iPhone app has been downloaded 2m times, and the retailer says that shopping from mobile devices grew by 300% last year.
The make-up and pharmaceutical company has also fully integrated with Pinterest, so that users can “pin” any of the 14,000 products on Sephora.com to their own boards.
Half of online customer feedback comes from those that bought products instore, according to Bazaarvoice’s Conversation Index.
The report, which is based on more than 11m pieces of user-generated content created over the past three to six months, also found that these shoppers prove to be less satisfied with the products they purchased than those who buy online.
Bazaarvoice speculates that online customer satisfaction could be higher as shoppers have more access to research, feedback from other consumers and more product options.
With comScore reporting that ‘Millennials’ (those born between 1981 and 2000) now control $170bn in the US alone, brands that haven’t already woken up to the buying power of this tech-savvy generation must now finally be paying attention. Hopefully.
This 79m strong group (again, just in the US) doesn’t trust what it sees on TV – and 88% are now online. But what part does social play in changing their buying habits?
Social commerce company Bazaarvoice has published its Social Commerce Trends Report for 2012, highlighting four key issues that it thinks will drive growth in this area over the next year.
The summary of its findings below is based on the company’s social summit, which brought together thought leaders from the likes of Facebook, John Lewis, Dell and more this October.