The epic customer journey in retail : how Sephora transformed shopping into experience / Nour Wehbe.

Format:

Book

Author/Creator:

Wehbe, Nour, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Business planning--Case studies.

Business planning.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

This case study discusses how Sephora redefined the customer journey, transforming from a traditional beauty retailer into a global experience-led brand. The case was developed on behalf of StratECom Retail Analytics and explores what researchers now call an "epic customer journey," a multi-phase, emotionally engaging, and digitally integrated retail experience. It highlights how Sephora combines data analytics, digital engagement, emotional branding, and community-based loyalty to build lasting brand attachment and customer advocacy. By tracing each stage of Sephora's customer journey-discovery, consideration, purchase, post-purchase, and advocacy-students will be asked to analyze the strategic design behind Sephora's journey, assess its effectiveness through both theory and customer data, and consider how this model might be adapted across other retail categories to meet the expectations of the experience-driven consumer. Several insights and illustrative quotes in this case study are based on field discussions conducted with store-level managers and assistant managers at Sephora locations operated by Azadea Group in the United Arab Emirates (UAE). To preserve confidentiality, individual names and direct affiliations are not disclosed.

Notes:

Description based on XML content.

ISBN:

979-83-488-3304-6

OCLC:

1569208924

Publisher Number:

T299184