Narrator: Have you ever left Sephora with way more products than you intended to buy when you first stepped in the door? You're probably not the only one. Sephora was named retailer of the year at the 2018 World Retail Congress. And it seems that people can't get enough. Here are some sneaky ways you might not have noticed that Sephora gets you to spend more.
As soon as you walk into one of their locations, you'll notice what makes Sephora different from the traditional department stores it competes with. Sephora has nearly all of its products on display, so customers can try just about everything. It's great for the customers because they can test stuff out, but it's equally great for the company because you're in the store for longer, which means you're more likely to buy more.
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A 2015 study found that the likelihood of purchasing a product increases with time spent holding and looking at it in the store. The more time you spend trying out a product, the more it feels like it's already in your possession and you need to purchase it.
Sephora also has kiosks stocked with makeup remover, tissues, and other necessities so customers can clean up, and, more importantly, so that they can try more products throughout the store. And if you're not sure what to get, Sephora has even developed special technology to match customers with their perfect foundation shades. The device, called Color IQ, scans your skin to assign you a four-number code, which gives you a curated list of all the foundation shades from different brands that will best match your specific skin tone.
And if you're not taking advantage of the samples, the shelves are also set up with an eye on your wallet. The most expensive products are placed on top shelves because they're the easiest to reach, while cheaper items are on the bottom shelves. And, of course, the checkout line is surrounded with travel-size goodies to tempt you at the last minute.
Amanda Krause: So, when you're up against the register lines and, you know, you're kind of looking at all those mini products, you'll find things that are maybe, you know, $5, $10, depending on what it is. And that can be enticing for a lot of reasons. Maybe there's a primer you really wanna try but you don't wanna spend $25 on the full size, so you can just get a smaller one for 10 bucks.
Narrator: But while the smaller products and their smaller price tags may seem like a good deal, they're often not. Take, for example, the GlamGlow SuperMud mask. The full size costs a whopping $59. In comparison, the mini half-ounce jars for $25 seems like a steal. But in reality, the mini costs $50 per ounce, while the full-size jar comes out to about $35 per ounce. So if you're looking to save money, the larger product is actually more cost-effective.
Another way Sephora gets customers to spend more is simply by being their go-to beauty store. They accomplish this by carrying a diverse array of brands, including ones that can't be found anywhere else. The company often collaborates with brands to release limited-edition items, which not only draws customers in, but pressures them to purchase the products.
Krause: Sephora constantly puts things on clearance, just maybe not at the forefront of the store. Keep an eye on the website, keep an eye on their social media pages, like their Instagram, their Twitter, see what promotions are going on, and really just kind of focus on some of the sales and promotions that they do, because a lot of the times you can get equally good products for a little bit less money.
Narrator: Have you ever left Sephora with way more products than you intended to buy when you first stepped in the door? You're probably not the only one. Sephora was named retailer of the year at the 2018 World Retail Congress. And it seems that people can't get enough. Here are some sneaky ways you might not have noticed that Sephora gets you to spend more.
As soon as you walk into one of their locations, you'll notice what makes Sephora different from the traditional department stores it competes with. Sephora has nearly all of its products on display, so customers can try just about everything. It's great for the customers because they can test stuff out, but it's equally great for the company because you're in the store for longer, which means you're more likely to buy more.
Click Register Here
A 2015 study found that the likelihood of purchasing a product increases with time spent holding and looking at it in the store. The more time you spend trying out a product, the more it feels like it's already in your possession and you need to purchase it.
A 2015 study found that the likelihood of purchasing a product increases with time spent holding and looking at it in the store. The more time you spend trying out a product, the more it feels like it's already in your possession and you need to purchase it.
Sephora also has kiosks stocked with makeup remover, tissues, and other necessities so customers can clean up, and, more importantly, so that they can try more products throughout the store. And if you're not sure what to get, Sephora has even developed special technology to match customers with their perfect foundation shades. The device, called Color IQ, scans your skin to assign you a four-number code, which gives you a curated list of all the foundation shades from different brands that will best match your specific skin tone.
And if you're not taking advantage of the samples, the shelves are also set up with an eye on your wallet. The most expensive products are placed on top shelves because they're the easiest to reach, while cheaper items are on the bottom shelves. And, of course, the checkout line is surrounded with travel-size goodies to tempt you at the last minute.
Amanda Krause: So, when you're up against the register lines and, you know, you're kind of looking at all those mini products, you'll find things that are maybe, you know, $5, $10, depending on what it is. And that can be enticing for a lot of reasons. Maybe there's a primer you really wanna try but you don't wanna spend $25 on the full size, so you can just get a smaller one for 10 bucks.
Narrator: But while the smaller products and their smaller price tags may seem like a good deal, they're often not. Take, for example, the GlamGlow SuperMud mask. The full size costs a whopping $59. In comparison, the mini half-ounce jars for $25 seems like a steal. But in reality, the mini costs $50 per ounce, while the full-size jar comes out to about $35 per ounce. So if you're looking to save money, the larger product is actually more cost-effective.
Another way Sephora gets customers to spend more is simply by being their go-to beauty store. They accomplish this by carrying a diverse array of brands, including ones that can't be found anywhere else. The company often collaborates with brands to release limited-edition items, which not only draws customers in, but pressures them to purchase the products.
Krause: Sephora constantly puts things on clearance, just maybe not at the forefront of the store. Keep an eye on the website, keep an eye on their social media pages, like their Instagram, their Twitter, see what promotions are going on, and really just kind of focus on some of the sales and promotions that they do, because a lot of the times you can get equally good products for a little bit less money.
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