Technology and Sephora are two things I love. News about Sephora “doubling down” on tech intrigued me. They've revamped their site with a new look, more features, and “Pin it” buttons on their product pages; updated their mobile web and iOS apps; and planned to roll out iPads in some of their stores this year.
While Fabric works mainly with start-ups, it never hurts to take a tip from the big guys.
The first item I want to note is Sephora's site brought up a page over the homepage that describes the changes:
The world's favorite social networking site is infamous for rolling out changes unexpectedly and there is almost always an immediate backlash. I attribute this to the lack of warning in the early days (now, Facebook is a lot better with guides and tips on how to use new features). As someone who works behind the scenes on web sites, I know how much we in the industry rely on users to just “get it.” We say that the changes are better and more user friendly so everything will explain itself. I encourage everyone to take a look at Sephora's approach in first outlining the main changes, and then guiding the users to the new features and pages:
Lastly, I'd like to point out the reason for the increase in technological integration: according to Mashable, Sephora has seen an increase in mobile shopping at its web site, namely from iOS devices. Take time to learn about your customers, and you'll have, at the least, a starting point for reaching them.
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