The beauty retailer has created its own Beauty Board initiative to enhance its loyalty program.
Sephora has just added the latest part of its mobile marketing strategy by introducing a social media marketing element that could make it quite the powerful means of boosting the effectiveness of its loyalty program.
This is being accomplished by way of a new feature to the company’s app that is comparable to Instagram.
The initiative has been labeled Beauty Board. It is a social media marketing element within the iPhone app for the retailer. This allows the mobile application to leverage mobile marketing through photo sharing in order to be able to allow loyalty program members to connect with each other. This initiative is meant to be an expansion of the My Beauty Bag effort that was rolled out by Sephora last year.
This latest social media marketing effort is not coming as much of a surprise due to the retailer’s mcommerce focus.
As the company has always held a place at the forefront of mcommerce, this mobile marketing news is not entirely surprising, despite the fact that it is fresh and unique. The retailer continually adds to its user experience, and adding a social component is a feature that could prove to be quite appealing to many shoppers.
The purpose is to help to enrich a shopper’s overall experience with the Sephora brand. It helps to provide customers with a new and interesting organic way in which they can interact more fully with the brand and its products. The goal in enhancing this interaction is to boost brand loyalty. Should the effort be successful, it is very likely that other brands will not far behind in introducing similar strategies.
The social media marketing features from the Beauty Board are available only to members of the loyalty program called the Beauty Insider. It can be found under the iPhone app’s “Inspire Me” section of the menu. It gives users the option of either uploading a picture of a specific look using the brand’s makeup, or taking a photo for their own personal viewing later on.
Denny |
February 25, 2014
AR is the next step that the major Canadian bank is doing to compete within its market.
Royal Bank is updating its mobile application to help to incorporate a number of new state of the art features to appeal to customers who enjoy location based mobile services, but with a unique twist in the form of an augmented reality app element.
All a user needs to do is to open the map in the application and the AR feature will display the results of the query.
The augmented reality app is meant to help to make it easier for customers to be able to find the nearest Royal Bank (RBC) ATM or bank branch. The AR function provides a live streetscape that uses icons to guide the customer to the nearest location, including the distance to get there. The key to this update is to make the location feature easier and more convenient for the customer to use.
The bank’s augmented reality app is only the latest in its many smartphone friendly options.
According to the head of the emerging payments division at RBC, Jeremy Bornstein, “Making continuous improvements to our mobile app to allow our customers a smooth user experience is a priority for us.” The tool that allows customers to locate branches and ATMs is among the most commonly used in the existing mobile app from the bank, he added.
The bank believes that by combining this popular feature with a live street view that incorporates various location based elements, it has enhanced the usability and effectiveness of this tool in a very practical and appealing way.
In order to use the augmented reality feature, the latest version of the mobile app is required. The “Find a Location” function needs to be opened and the icon the icon can be tapped to turn the smartphone’s camera feature on . The application then links the compass in the device with the live image and its location based service with the RBC location database in order to guide the customer to the nearest branch or ATM location.
That location is presented on the screen and then the augmented reality app provides on screen directions to bring the customer from his or her present location to that of the desired ATM or branch.
