Building Online Engagement at Sephora

Résumé du livre

"Drawing on publicly available information, this case explores the ways in which Sephora builds greater engagement with its website through the Beauty Talk community. In doing so, the luxury cosmetics brand becomes a valuable source of information for users, connects consumers to like-minded others, and benefits in terms of sales, consumer content, and engagement. This engagement is explored in relation to three strategies: cognitive, emotional, and behavioral. The three are interlinked, with great emotional engagement triggering further information searches about products and leading to sharing, liking, and purchasing (or behavior) and vice versa. Sephora and Beauty Talk is an example of an online communal platform reflective of a more authentic brand approach whereby consumers are empowered to talk to one another, engage with celebrities, and connect more deeply with Sephora. Students will explore the notions of brand community, linking value, and three types of brand engagement; metrics that lie at the heart of building online brand platforms."--Bloomsbury Publishing.