The first time I was in a Sephora was I think in Las Vegas. I thought: “Wow, a Radio Shack for cosmetics”. I was in Sephora again today and noticed that unlike Radio Shack The Source, it’s built like a cash tree.
First, they give you these largish baskets to put all your purchases in. Since the baskets are so large, it can hold all your impulse purchases that slowly add up by the 20s. You’d also feel pretty guilty if you walked around/out with an empty basket, so you probably have to put (quite) a few things in to fill it up.
Next we have the sales people. Sephora is stocked with sales people like Foot Locker or Athletes World, except these saleswomen are all knowledgeable in makeup. So if you have any question, they can lead you around the store to 10 different products that do the same thing, and lead you to 10 other things that you NEED in addition to what you’re looking for — all in an attempts to fill your basket.
Finally, and this was an incredible shocker, I strongly believe that they pump “conversation” through their speakers. When I walked into the store, it was like walking into a popular and busy bar. It sounded like everyone was talking with everyone. I guess Sephora must be a happening place — or that’s what they want me to believe. Sure there were sales people speaking with customers, and there were shoppers there with friends, but it wasn’t a party. If you walk in certain areas, the sound of conversation would swell up even if no one around you was talking; and if that’s annoying just turn 90° to make it a bit quieter.
Now I can understand why they would want to do such a thing. It makes people feel better if they are part of something popular, a trend so to speak. It also gives the impression that their staff is dispensing a lot of useful information, and there is a lot of excitement around their products. But once you realize what they’re doing, doesn’t it turn you off? It’s like the stores that open their doors and pump air condition onto the street on really hot days to draw in customers.
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