Mobile is "absolutely critical" to Sephora's marketing because its customer base is increasingly relying on the platform for shopping, said Johnna Marcus, the beauty brand's director of mobile and digital store marketing, at a recent event. Sephora's mobile orders increased 167% year-on-year in 2012, and mobile traffic increased 75%. "Our shoppers are absolutely mobile shoppers. It's where they go when they want to research products," Marcus said.

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