Sephora looks to grow brand affinity with exclusive social platform

Happy to share that Bethany Biron at Glossy / Digiday has gone live with her article around Sephora’s new loyalty program- which includes Jim Fosina commentary. See excerpt below:

Sephora looks to grow brand affinity with exclusive social platform

  • Jim Fosina, founder and CEO of Fosina Marketing Group, said from a business perspective, an exclusive social platform group helps Sephora gather valuable data and consumer insight to inform sales strategy. By facilitating conversation on trends in a private setting, Sephora can be privy to new opportunities to cash in, like a proverbial brand fly-on-the-wall.
  • Ultimately Fosina said, Sephora will need to be smart about how it engages with its users in an order to maintain brand affinity in the future.
  • “Any programs that allow the consumer to provide preference information and also provide the brand insight into the profile of the customer is great, in terms of building a stronger relationship with the customer,” he said. “Ongoing member nurturing, prodding and enticing needs to be the true [focus] in such programs.”