One of the challenges marketers and strategists face today is understanding the difference between a success story and an example that has true business impact. With every story and through our own experience, we are learning about the transformation companies are undertaking to migrate from social brands to social businesses. One of the emergent trends that we will soon be tracking is the move from social to experiential where social media plays only one part in the greater production of everyday customer engagement. Social becomes part of the overall experience as does mobile, web, real world, and other channel strategies that guide customers on the journey… wherever it may begin and on whichever path they prefer. The experience must be dedicated to each channel yet integrated to deliver a holistic brand odyssey.
Sephora is one of the brands that’s leading the way toward the digital experience. The company recently invested in an entirely new shopping experience that integrates mobile, social, and in store activity. On this episode of Revolution, Julie Bornstein SVP Digital at Sephora shares with us the importance of delivering a holistic digital and IRL experience while also enhancing the individual path each customer takes to engage with the brand and their favorite products.
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