Bridget Dolan, Vice President, Sephora
Innovation Lab, will address these 4 questions;
- What is one marketing topic that is most important to you as an innovator?
is this so important?
will the customer experience be improved by this?
will this improve the effectiveness of marketing?
Bridget Dolan is
Sephora's Vice President of the newly formed Innovation Lab evaluating new
technologies, inspiring an innovation culture, nurturing strategic relationships
and setting the future vision of technology within Sephora. Bridget has led
Sephora's online marketing efforts for the last 14 years, launching social site
features such as BeautyTalk, The Glossy, SephoraTV and The Beauty Board, as well
as expanding Sephora's social presence and engagement in Facebook, Twitter,
YouTube, Pinterest, Google Plus and Instagram. Prior to Sephora, Bridget worked
in online advertising for Eve.com, Amazon, and drugstore.com and worked in
offline marketing for Castrol and Walgreens.
1. What is one
marketing topic that is most important to you as an innovator?
I'm most passionate about finding new ways
for a woman to use her own mobile device as a way to personalize her store
2. Why is this
I've seen our clients come to rely on
mobile during so many phases of the shopping experience. Whether she's at home
watching a video tutorial on her phone or scanning products in the store, the
phone has become her own personal shopping assistant. We see women use their
phones in our stores daily to text beauty looks to friends, scan their Beauty
Insider cards, and pay with a stored eGift Card or Apple Pay.
3. How will the
customer experience be improved by this?
Mobile empowers the shopper to have all
the information they need at their fingertips at all times. Millennials learn
through watching and doing. Women who want to learn a skill will search first on
YouTube and see it in action. Women's phones are an extension of her hand as she
shops, and she can finally use her phone to personalize the store shopping
experience and learn more about products she's considering by watching videos,
reading ratings and reviews, and even seeing the products being worn by other
women on The Beauty Board.
Part of our job is educating our shopper —
if we have not taught her, we've failed her. Since mobile has become an
extension of her hand, we put all this content easily accessible when and where
she needs it. We've crafted the mobile experience to help her find the
information she needs while in our stores — like Augmented Reality to allow her
to easily hover her phone over a product to watch informative videos and
demystifying new beauty trends like contouring with our new Pocket Contour
tutorial. Now we can use mobile to connect with clients to teach them how to use
products in very personalized ways. For example, with Pocket Contour Class,
clients upload a selfie to the mobile site and receive step-by-step contouring
instructions and product recommendations that will complement her unique
We want to empower clients to be in
control of their shopping experience and have everything they need to be
confident in their purchases, while making the omni-channel shopping experience
as seamless as possible — and mobile is at the heart of these initiatives.
4. How will this
improve the effectiveness of marketing?
We've already started to see the impact
that mobile has had on our marketing programs. With our mobile-first digital
gifting strategy, for example, we saw eight times eGift card revenue growth in
the first year and an over 70% lift in average in-store purchase size over the
initial gift card value. The growth of mobile gift cards is huge, but the ease
of redemption is game changing. We partnered with CashStar to be one of the
first to allow clients to save both their Sephora eGift Cards and plastic Gift
Cards to Passbook, as well as to our own app for iPhone. Clients now have their
gift cards with them whenever they are in our stores, because they never leave
home without their phone. So we know mobile is effective and impactful to the
bottom line, and will continue to invest in this area through our new Innovation
What is your
favorite activity outside of work?
When I'm not working, I hike and explore
the forest and creeks of Healdsburg, California with my 3 imaginative kids and
husband. The WiFi is horrible, so I get to think deep thoughts and truly
About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.
As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.
The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.
Visit his blog at: http://ernanroman.blogspot.com/
Labels: Amazon, BeautyTalk, bridget dolan, Drugstore.com, Ernan Roman, Eve.com, marketing innovators, sephora, Sephora innovation lab, SephoraTV, The Beauty Board