Mobile calls to action are part of Sephora's in-store signage promoting its loyalty program, Lauren Johnson writes. The beauty retailer has also upgraded its iPhone application for easier shopping on the go or in stores. "We want our clients to use their phones in the store. ... The majority of Sephora's clients are cross-channel shoppers, so we want to make their experience between online and offline as seamless as possible," said Johnna Marcus, Sephora's director of mobile and digital store marketing.