first one have to write about for non-store retailing

second one regarding life style

third one regarding both store and non-store based

This is about retailing.

can you please write each 200words

Sephora, a division of Moet Hennessy Louis Vuitton SA To meet the needs of these customers, Sephora pro- (LVMH), the world's largest luxury goods company, is an vides all of its consultants with a four-day course that innovative retail concept from France that is changing the teaches them the science and uses of the products sold in way cosmetics are sold. The store first arrived in the stores. Consultants desirous of more education can enroll United States in mid-1998 with two store locations, in in advanced classes. Successful completion of these classes New York and Miami. Its flagship store, encompassing results in an "expert" pin for skin care, color, and fragrance. 21,000 square feet, opened in Rockefeller Center in New Consultants wear their pins in stores so that customers York City in October 1999. Now Sephora operates ap- know whom to go to for more information. proximately 1,000 stores in 14 countries worldwide, in- Classes are taught at Sephora University, the compa- cluding 250 stand-alone stores in the United States and ny's San Francisco-based training facility that opened in another 150 locations inside JCPenney department stores. 2007. Using skills gained at the university, consultants an- In addition to its strong presence throughout the United swer customer questions, help women find the best solu- States, it also runs stores in Canada, China, the Czech Re- tion to their skin care and beauty needs, and provide free, public, France, Greece, Italy, Luxembourg, the Middle 10-minute in-store "express services" on a one-on-one ba- East, Monaco, Netherlands, Poland, Portugal, Romania, sis to customers, covering specific topics such as matching Russia, Spain, and Turkey. The company continues to foundation and skin type or transitioning makeup from expand both in the United States and globally. day to night. Unlike department stores, where these learn- Most fashion-oriented cosmetics are still sold in depart- ing sessions occur at the counter, Sephora express services ment stores. The scent and cosmetics areas in these stores occur in a salonlike setting on the store floor. Learning consist of counters devoted to products made by each opportunities are directed to both consultants and manag- manufacturer. Salespeople specializing in a specific lineers so that all employees have the full range of knowledge "stand behind the counter and assist customers in selecting they need to provide an optimal shopping experience for merchandise. Services include applying products to the customers and the skills and insights necessary to run a customer's face and showing her how to use products and successful and innovative cosmetic and skin care how the colors will look with her skin and hair color, in company addition to making suggestions. Although customers are This multichannel retailer also reaches customers not required to make a purchase in return for inakeup les- through its highly interactive Web site (sephora.com). sons or full makeovers, many feel compelled to buy at least Shoppers using the Web site can search by hundreds of a lipstick or mascara in return for the services. class and prestige brands, product category, editor's In contrast, Sephora uses an open-sell approach and of- picks, hot new items, and Sephora favorites. Many retail- fers customers over 200 brands of beauty products, in- ers have been unsuccessful selling cosmetics online be- cluding cosmetics, skin and hair care, and bath and body cause customers cannot "touch and feel" products, items and covering natural and organic products as well as because beauty products cannot be displayed properly in gifts, personal care products, and shaving necessities for a two-dimensional format, or for reasons not yet under- men. Brands cover new lines, best-sellers, classics, and stood. Yet Sephora has, once again, managed to set itself an exclusive Sephora collection that accounts for about apart from competitors by making its Web site work 10 percent of sales. The impressive store inventory totals while still yielding a profit. Some of the brands offered over 13,000 different productsa collection that can be online are difficult to find in department stores, so the overwhelming for some shoppers. Customers can choose convenience of the Sephora site has tremendous appeal. their own level of service, touching, feeling, and trying For women who use a variety of brands, Sephora's one- products on their own or soliciting advice from product stop shopping is also a significant asset. Women know consultants. Sephora takes great pride in training its em- they can find the brands they love at a reasonable price ployees about the history and use of the products in its with no hassles. stores, well as in skills for customer interactions, to pro- . Sephora also uses direct mail to market its products vide appropriate service to its shoppers. and services. Catalogs mailed several times each year in- Recently cosmetic and skin care companies recog- clude beauty tips and trends and showcase a variety of nized that women need higher-than-expected levels of brands and products. help navigating the dizzying array of beauty products In October 2006, Sephora began expanding its reach and tools that regularly change in response to trends and even further by opening stores inside JCPenney stores. At celebrity endorsements. Previous estimates put the per- about 1,500 square feet, these stores within stores are centage of shoppers needing help at the makeup counter smaller than their stand-alone counterparts and are the at about 20 percent, but recent research indicates the only beauty offering inside JCPenney. The assortment number may be over 50 percent. The economic down- comprises nearly 50 brands; additional offerings include turn has also motivated women to replace a lipstick or the Beauty Studio, with its 10-minute express services. In gloss that works with the rest of their beauty arsenal 2007, Sephora launched Beauty Insider, the company's rather than replacing their entire repertoire to reflect a loyalty program. Members accumulate points for pur- new season or trend. These women need more assistance chases, and these points can be redeemed for perks like than they did in the past. free samples or limited-edition products. -store based DISCUSSION QUESTIONS 1. Describe Sephora's target market fora non-stove 2 How can a beauty retailer malem channel retailing work? What makes Sephoras online site so successful? 2. Why would women prefer a choice between Sephora's combined self-service and service- Ligue 2 oriented environment rather than the traditional Sources: www.sephora.com (accessed July 13, 2010); Susan Carpenter, model offered in department store cosmetic "Brush Up at the Counter;" Los Angeles Times, June 13, 2010; www. areas? sephora.com/university/index.jhtml (accessed July 13, 2010); www. sephora.com/help/about_sephora.jhtml (accessed July 13, 2010). retailing stigle