Helping Sephora navigate in-store marketing channels

Creative Adaptation

Challenge

Sephora's expansion in Australia presents challenges in managing store network and promotions. Auditing new locations, coordinating POS and display needs, and ensuring consistency is complex. Last-minute promotions and openings require timely production and delivery of materials. Mitigating freight delays is crucial for seamless operations and customer experience. 

Solution

Reacon approached the challenged by streamlining audit process for new store locations, involving close collaboration between the marketing team and the auditing agency. This ensured efficient scoping of POS and display areas, along with the identification of necessary promotional materials, thereby reducing discrepancies and streamlining the process.

Employing effective project management techniques to handle last-minute promotions and store openings. This included establishing clear timelines, communication channels, and contingency plans. Regular monitoring and coordination ensured the timely production and delivery of promotional materials.

Partnered with reliable suppliers and logistics providers to mitigate potential freight delays. This involved optimizing transportation routes, utilizing tracking systems, and maintaining proactive communication with shipping partners to address any potential issues and ensure timely delivery of products to each store.

Allowed for buffer time in the production and delivery process to account for unexpected delays. This was achieved maintaining a well-managed inventory system that included safety stock levels for promotional materials. Regular inventory checks and reordering helped prevent stockouts and enable faster response to last-minute requirements. 

Outcomes

  • Seamless procurement to delivery approach with a single point of contact and integrated supply chain.
  • Maintained quality control through a tightly controlled procurement strategy and localized suppliers.
  • Cost savings achieved through localized suppliers and optimized procurement.
  • creased lead times for last-minute changes in promotions or store openings.
  • Enhanced efficiency and coordination in the procurement process.

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