Sephora is a French cosmetic retailer that began its American ventures with free trials at their store locations. The “try before you buy” concept is popular among most female customers, leading Sephora to succeed in the traditional retail industry. Now that we are in the digital age, consumers make many purchases online rather than going to physical stores. After reading Chapters 14 and 15 from Babin & Harris, watch the Sephora Retailing for Success video and respond to the following:
Visit the Sephora website and browse the online store. How does Sephora use the online environment to promote its products without the advantage of letting the customers try before they buy?
Imagine that Sephora is working out the details of a new loyalty program. What input and advice would you give them? How should they integrate the loyalty program with their existing retailing mix?
What are the cognitive and affective components that may shape postconsumption behavior for Sephora’s customers?
What is 1 way that a firm can respond to negative WOM or publicity? How does this response align with or contradict a biblical worldview?
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