SephoraDirect-InvestinginSocialMedia,Video,andMobile外文文献资料.PDF

9 -511 - 137 R E V : J U N E 2 5 , 2 0 1 2 E L I E O F E K A L I S O N B E R K L E Y W A G O N F E L D Sephora Direct: Investing in Social Media, Video, and Mobile Julie Bornstein, senior vice president of Sephora Direct, glanced through Sephora USA Inc.’s (Sephora) latest set of social media metrics as she waited for the elevator in the lobby of her company’s headquarters in San Francisco, California. It was late in October of 2010, and she was heading up to the 32nd floor to meet with David Suliteanu, President and CEO of Sephora USA. Sephora was the largest prestige beauty specialty retailer in the world with nearly $2 billion of revenues from the company’s stores in U.S and Canada as well as the S website. Started in Europe in 1969, the company entered the U.S. in 1998, selling a wide range of cosmetic, fragrance, hair, and skin care products. Sephora was known for its vibrant stores that encouraged trial and experimentation. As Bornstein stepped out of the elevator into the black and white striped hallway, she thought about the upcoming budget meetings with Sephora’s parent company, Louis Vuitton and Moet Hennessy (LVMH). The Sephora Direct group was responsible for all of Sephora’s direct marketing and digital initiatives, including S and the Sephora Beauty Insider loyalty program. In 2008, Bornstein’s team began to experiment on Facebook and with online videos, and in 2009 the team began making plans for mobile