Sephora is making changes and, according to reports, they are more than cosmetic. The retailer is adding iPads to the counters in its stores, equipping sales associates with iPod Touch devices, and adding Instagram and Pinterest functionality to its mobile and web sites.
Julie Bornstein, senior vice president of Sephora's digital operations, told TechCrunch the changes are the most significant on the company's consumer-facing tech side since it first launched its website in 1999.
"Digital is a must for the future of retailing," Ms. Bornstein told Mashable in another interview. "With social, digital, mobile and website updates, we're giving our clients the most personalized experience ever seen in the beauty industry, and connecting clients with our experts in ways that are most relevant to them. We're excited to makeover the future of shopping."
The Mashable piece described Sephora's integration of Pinterest. Like other sites, Sephora has a "Pin It" button next to items it sells. The beauty chain then takes the concept a step further with its own Pinterest site where consumers can find the favorite items of Sephora employees.
The company's site has become more targeted for customers who may now search products by 25 different tagged characteristics, such as ingredients and price.
The use of the Apple devices in stores is intended to put more information in the hands of both employees and customers. Products on shelves can now be scanned for reviews. Employees can reference Sephora's website directly on the floor.
