Louis Vuitton 2011 Annual Report Download - page 66

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LVMH 2011
Selective Retailing
64 / 68
FOCUS
Sephora created a unique mobile technology experience mak-
ing it possible to make purchases quickly and easily on a small
screen. Launched in the United States in October 2010, the first
iPhone application – Sephora To Go – brings client access to
information on their past purchases, as well as features such as a
selection of the team’s favorite products, the possibility of scan-
ning products to read client reviews, and even an interactive tool
to test nail polish colors. The application enjoyed huge success,
with over 1.4 million downloads. A mobile site is also available to
all smart phones.
In July 2011, Sephora also launched in the United States
an innovative iPad application which creates a social shopping
experience. It combines all Sephora social network contents,
brings the print catalogue to life with a multimedia experience,
and provides a virtual mirror which enables clients to apply
make-up while following a simultaneous tutorial.
The new store in Manhattan’s Meatpacking District inaugu-
rated a highly innovative handheld mobile point of sale device.
Some sales staff carry an iPod that comes with a scanner and
magnetic swipe reader, so that in addition to providing advice,
they can handle the payment of purchases directly. This solution,
which has been deployed in some one hundred American stores,
is much appreciated by clients and sales sta alike. It also facili-
tates the management of peak sales periods. In 2012, the device
will be rolled out to all stores in the United States and in some
stores in France.
Sephora: mobile technology adapted to client