Julie Bornstein, CMO of twice Genius in L2’s 2013 and 2014 Specialty Retail studies Sephora, left for startup Stitch Fix this week. Stitch Fix is a four-year-old online retailer that combines fashion and tech: it gives personal style guidance and suggests retail items based on data. (Stylists edit automated suggestions before presenting to clients.)

As mentioned in other reports, this hire reflects highly on Stitch Fix as Bornstein was one of the forces that placed Sephora as an omnichannel and digital leader. A few reasons why Sephora is ahead of the pack:

  • Sephora’s product pages enable users to filter customer ratings and reviews by attribute, engage in product Q&A, explore brand-specific boutiques, and access tutorial videos.
  •  Sephora is channel-agnostic. An agile mobile site provides instant access to Beauty Insider (Sephora’s loyalty program) accounts, purchase history, and wish lists.
  • Sephora is also strong in search. It has the highest organic visibility across non-branded terms in the competitive Beauty category, owning 51% of first page search result. (That is higher than leaders in all categories.)

Screen Shot 2015-03-27 at 3.44.24 PMSephora continues to show its commitment to omnichannel commerce by being one of the first three Specialty Retailers to work with Apple Pay.

Screen Shot 2015-03-27 at 3.46.41 PM

For more on how Sephora and other brands are adapting to shoppers’ omnichannel demands, download a copy of L2’s latest Digital IQ Index: Specialty Retail:

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