Steve Lesnard the Great
Steve Lesnard is Sephora’s Global Chief Brand Officer. He has achieved a lot in brands and the beauty industry, but he made a career change to help make Sephora one of the most powerful brands in America. His role is to make sure that they keep on innovating and growing. During his time in The North Face, Lesnard worked to become one of the most iconic brands in outdoor equipment despite the effects of the covid 19 pandemic.
Steve Lesnard is leveraging his extensive brand experience with the beauty monolith Sephora. He was involved in the launch of Sephora’s beauty outlet store concept, Sephora Flash, and is responsible for the global revitalization of the Sephora brand. Steve Lesnard has also helped develop Sephora’s digital platforms in the future, focusing on mobile and social media. Now, Lesnard will be responsible for helping to ensure that all of these efforts come together seamlessly as shoppers seek products at every touch point they desire.
What Is Omnichannel Retail?
Omnichannel retailing is a concept that sees retailers selling all of their products via digital platforms. The concept allows shoppers access to products from everywhere, from anywhere. However, this does not all the time mean that the retailer is responsible for shipping the product to the customers’ doorsteps.
The Sephora brand is capitalizing on omnichannel retail with its new stores, including a hair and makeup area, a wellness area, a beauty advice area, and more. The move to omnichannel retail is a significant change for the beauty industry, especially for Sephora. The move is because now all products are purchased from every storage area. However, this does not mean that the retailer is responsible for shipping and fulfillment, particularly for international customers.
The Power of Omnichannel:
The beauty industry has had a pretty fragmented way of doing things. For example, many companies use a separate customer database system for online and brick-and-mortar stores. The move makes it difficult to integrate online marketing efforts into physical store campaigns and vice versa. During the covid 19 pandemic, digital space was generally safer compared to the real world. The idea helped bring many people back online and start shopping again.