A letter to Sephora
Dear Sephora:
My name is Mengyuan Zeng and I’m a junior student at Michigan State University major in advertising management. I am a huge fun of Sephora. Leisure time hobbies is poke alone an hour in Sephora just for checking out if there are new arrivals. I am so glad that I’ve had this opportunity to research about your lovely brand during the class named New Media Driver’s License this semester. Digital advertising takes up a one of the biggest part of advertising and it is of vital importance for us to take a good advantage of digital marketing. In this letter I want to talk about digital loyal customer service area. The development of a brand can’t live without the support of brand’s strong loyal base. Therefore, offering a good service to customers, especially those who have been loyal to the brand for a long time can not only make loyal customers feel being cared, but also increase the number of loyal fans which would make the brand more we — known in the long term.
With the development of technology, good service is now permeating into customers’ daily life easier than before with digital device. Good service lies not only in providing customers with products of good quality and well-thought after-sales service, good service can come from exclusive identity mark when purchasing goods from the brand and the prior mental care. Digital marketing on loyal customers’ service can matter a lot if good tactics are being applied correctly. Either on social platforms or any other shopping websites, it is the exclusive care comes with products customers purchased from the brand make customers more enjoy with what they choose and therefore believe more in what they choose. The satisfaction of loyal customers for the brand’s service would finally enlarge the number of loyal fans and strengthen the impact of the brand on the society.
To make a good digital marketing of loyal customers’ service, one should be equipped with certain kind of method that can gather all the loyal customers around so that it could be easier to manage. One of the most effective way of gathering loyal customers is the online customer community. Sephora should have a well-regulated customer information system database so that we could identify the loyal fans and then to offer them better service. Online customer community is a social platform where only customers who purchased products form Sephora could gather around and chat. It’s a community where customers would exchange their ideas about the brand and products they have bought with each other. It’s a platform where customers could social as well as exchange point of view with people similar minded. All the ideas about the brand is taken care of by Sephora stuff so that on the one hand, customers would feel that their opinions matter to the company and they are being paid attention to.
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On the other hand, Sephora could also gather reviews from, not random customers who just like complaining to get attention so that he or she could get something in return for bought something he or she doesn’t really like, but those who are really care about the brand and hope the brand could be better off because they are always in a mood for purchasing more from the brand and a part of their future life is connected to the brand. Effective feedbacks on the loyal customer community would help the company on improving the quality of their products and hence provide better customer service. Good digital marketing tactics also include the sales promotion on certain where only loyal fans could have access to. Some sales promotion from the brand to the loyal customers like birthday gifts, holiday discount as well as the exclusive avail of getting not for sale goods could really increase the affection from the customers to the brand.
What’s more, the brand should also create some events which are only for loyal fans of the brand in public place. This is actually a subtle way of advertising and marketing through showing would-be customers how the brand is rewards its loyal customers, which would finally tempt more people on starting the new journey on the brand because they believe in what they saw the other day during an event created by Sephora which offers exclusive benefits to it’s loyal customers and they unconsciously develop the idea that Sephora is a brand worth investigating money and time. The exclusive events could be hold either online or offline, as long as it’s benefiting the brand’s loyal fans and the benefits look tempting to those who haven’t tried buying products from Sephora when watching the public events show which only loyal customers of Sephora could join. There are also many other methods which can be applied to show company’s attention on the loyal customers’ base because the developing digital device is making communication easier. Taking good care of the brand’s loyal customer base utilizing the easiest digital methods could save a lot of work on making the brand’s reputation better.
After series research, i learned many of things about Sephora’s digital marketing strategies. I am truly excited to share my views to your brand. And i will always be proud of i am one of your consumer. XOXO~
Sincerely,
Mengyuan Zeng
Michigan State University
