Ngaphakathi kwivenkile yaseSephora eSydney.ISephora ISephora Kudala i-mecca yokuthengisa ubuhle be-nerds kunye nabathengi abaqhelekileyo ngokufanayo. Ngeentengiso zokuhombisa eziphezulu eUnited States zinyuka zaya kwi-15.9 yezigidigidi zeedola- kunye nezinto zokuhombisa ezibandakanya i-7.3 yezigidigidi zeerandi - ikhonkco kufuneka ikhwele phezulu kumlo wokuthambisa. Kodwa uSephora wenze utshintsho kwimigaqo-nkqubo yabo uninzi lwabangaphakathi kwishishini (kunye nabathengi) abaqikelela ukuba baya kubona isitampu sabathengi ababalekela abo bakhuphisana nabo baseSephora.
Enye yezona zinto zitsala kakhulu zokuthenga ngeSephora kukukwazi fumana amanqaku ngokubhekisele kwizipho zebhonasi ngentengo nganye. Iibhonasi ezikwisiza ngoku zivela kwezincinci, njengeSephora brand mini mascara yamanqaku ayi-100, ukuya kwezona zikhulu ngaphezulu kwama-50 000 (ukupasa iintsuku ezintathu ukuya kwi-Austin City Limits Festival, umzekelo). Uninzi lwabathengi ligcina amanqaku abo iminyaka ukuya esiphelweni ngethemba lokufumana amabhaso ama-epic, anokuxabisa amashumi amawaka amanqaku.
Akumangalisi ke ukuba abathengi baseSephora bebevukile malunga notshintsho lomthengisi kwinkqubo yabo ye-Beauty Insider, kunye nendlela amanqaku aqokeleleka ngayo, agcinwa kwaye ahlawulelwe ngayo. Inqaku lokuncamathela: Onke loo manqaku aya kuphelelwa ngokusisigxina ukuba umthengi akasebenzisi i-akhawunti yakhe ye-Beauty Insider iinyanga ezili-18, nokuba bakwi-VIB Rouge ekumgangatho ophantsi okanye kwinqanaba eliphezulu.
Kwithiyori, ayisiyonto inkulu kangako leyo. Akunyanzelekanga ukuba uthenge into ukugcina iakhawunti isebenza. Ngena nje nakweyiphi na iSephora kwaye ubange isipho samahhala sosuku lokuzalwa esiza nobulungu bakho boBuhle boBucala kwaye obala njengomsebenzi. Kodwa ukuba uthenga i-Sephora kwi-intanethi-njengoko uninzi lwabantu (kwanabasebenzi) besenza ngenxa yeesampulu kunye neebhonasi ezibonelelweyo-uphelelwe lilishwa. Kuya kufuneka uthenge nge-Intanethi ukufumana isipho sakho sasimahla.
Kodwa ithiyori ayisiyiyo eyona nto ibalulekileyo kumgca osezantsi weSephora. Isibhengezo esingakhange siphathwe kakuhle, kunye nesiphumo esibuhlungu esivela kubathengi, abasukela kubathengi abaphezulu ukuya kubathengi abaqhelekileyo, wenze umonakalo omkhulu. Kungenxa yokuba abo bakhuphisana nabo njengo-Ulta-ababonelela ngomxube weempawu zodumo kunye nezo zibiza kancinane-baneenkqubo zabo ezinomtsalane (kwaye ezingantsonkothanga) zemivuzo. Nokuba iivenkile ezithengisa iziyobisi ezinje ngeWalgreen ngoku zinika abathengisi bezinto zokunyaniseka. Ngapha koko, iimveliso zobuhle zifaka izigidi zeedola ekupheliseni abalamli abanjengoSephora kunye nabanye abathengisi, ababonelela ngeemveliso zebhonasi ezingcono kakhulu xa abathengi bethenga ngqo kwindawo yabo.
Ulta , Umthengisi ophezulu wobuhle eU.S. , kubonakala ngathi ibaleka ngakumbi ngaphambili kweSephora. Iiforamu ezikwi-Intanethi ezinikezelwe ukuxoxa ngazo zonke izinto zobuhle zisengxakini. Amakhulu amagqabantshintshi avela kwii-junkies zobuhle abonisa ukuba bayalazi inqaku. Isampulu:
Iqhubeka ngokuya isiba mandundu kumalungu lol… Into elungileyo u-Ulta yongeza iimveliso ezininzi nangakumbi!
Okona kuncinci, ukuguqulwa komgaqo-nkqubo we-bungled kukhokelele kwilizwi elibalaseleyo (kunye nesimahla) lokuthengisa ngomlomo kwi-Ulta. Amaqonga eendaba ezentlalo agcwele ngabantu abathanda ngobuhle besazisa ngeziyobisi zabo ukuba i-Ulta ibonelela ngokungcono kakhulu kwimbabala yabo.
Kodwa ayisiyiyo kuphela eyokuthenga abathengi ukusuka eSephora. Nabasebenzi beempawu zobuhle bayayitshintsha inkcitho yabo ukusuka eSephora baye kwabanye abathengisi. Njengomnye ummeli we-PR weempawu zodumo ezininzi uxelele uMqwalaseli, mna ngokwam ndithenga ngakumbi e-Ulta kuba ndiyayithanda inkqubo yabo yemivuzo kunye neepromos (okt zichitha i-50 yamadola namhlanje kwaye ndifumana isampuli yeenwele zasimahla) -iimeyile zabo zemihla ngemihla zindifunxa! USephora uyamangalisa, kodwa i-Ulta iseyeyona nombolo yam yokuqala.
Mhlawumbi indibaniselwano ye-LVMH, engumnini weSephora, isenokungabi nakho ukujongana nabathengi abanoxabiso kunabo bathenga uninzi lwezinye iimveliso. Emva kwayo yonke loo nto, abo bathenga i-Dom Pérignon champagne, iingxowa zikaLouis Vuitton kunye neewotshi ze-TAG Heuer azinazo iingcinga ezifanayo.
I-LVMH ifumene iSephora ngo-1997, kwaye ukuphoxeka kwindlela umthengisi aphathe ngayo imbuyekezo ayisiyiyo eyangoku. Abathengi abathembekileyo bexesha elide bashiywe ngumsi ngo-2015 xa umthengisi ebebonakala ngathi ubakhuthaza ngenjongo yokuchitha amanqaku abo omvuzo ngexesha lokuthengisa kwabo kabini ngonyaka-kwaye, kwakamsinya nje ukuba abathembekileyo, uSephora azise ukufikelela okukodwa kwiimveliso ezintsha zamanqaku. Kodwa bafuna amawaka amanqaku, uninzi lwabo belusandula ukuchitha kwisicelo sikaSephora. Abathengi baziva bekhohlisiwe, bechaza ukuba amabhaso eebhonasi kufanelekile ukuba abe yile: ukongezwa okunikezelweyo njengenkosi yokubulela ngokuchitha imali eninzi eSephora. Njengomsebenzisi omnye kwi-subreddit enikezelweyo ekwenzeni izimvo wathi:
Sebenzisa ngaphezulu ikaka yakho, unciphise ukuthengisa kwakho, uqeshe abantu abangalunganga ekwenzeni amashiya abanye abantu, andikhathali. Musa nje ukuzama ukwenza ngobuqhetseba kwaye usixhaphaze ngokusekwe kukuthanda kwethu ukwenza izithambiso. Sukufihla into njengomvuzo wokuba ngumthengi othembekileyo waseSephora xa sisixhobo sokwenyusa amathemba obuxoki kunye nemida yenzuzo. Yeka ukusebenzisa amantombazana anetalente kunye nabafana ababhengeza iklitshi yakho yasimahla yonke imihla ngokusebenzisa ubugcisa bokwenza isicelo / iindlela zobuhle.
Le ayisiyiWal-Mart, kwaye uSephora akangomntu othambisayo. Ulungiselela i-niche. Kanye, nceda wenze ngokungathi uyabaxabisa abantu abaxhase isiseko esikhulu semali ohleli kuyo.
Olunye uqheliso lweSephora olucime abona bantu basebenzisa imali kakhulu ngumkhwa wabo wokubabongoza ukuba bahlaziye iwebhusayithi yabo bephindaphinda imini yonke, ngesithembiso semivuzo engaqhelekanga. Kodwa ukubonelelwa kwezi bhonasi kuncitshiswe kakhulu yimfuno, kushiya izigidi zabathengi ziziva zikhohlisiwe kwaye zidanile. Amalungu athembekileyo eSephora Beauty Insider afaka iqhinga elibonakalayo kwi-subreddits yobuhle:
PHOLILE, Sephora. Ndiyazi apho ndiza kuthatha khona imali yam-ngqo kwiinkampani zobuhle okanye i-Ulta… Bafaka imivuzo emikhulu apho ukuze basibophele ngaphakathi .. USephora wenza into entle!… Emva koko ukhulule i-175 kubo kumakhulu amawaka abathengi Kwaye emva koko usixelele ukuba sibuye iintsuku ezimbini ngeveki ukuze sihlaziyeke ngokungapheliyo kwaye sonyuse inani labo lotyelelo olukhethekileyo lwemihla ngemihla. UGH…
… Ndiye ndafa nzima eSephora ixesha elide, kodwa ndithenge izinto ezimbalwa e-Ulta apha naphaya kwezi nyanga zimbalwa zidlulileyo. Nokuba ndithenge izinto ezimbalwa kakhulu, ndifumene i-8 yeedola xa kuthengiwe kwiveki ephelileyo. Indenze ndacinga ukuba kutheni le nto ndisebenzisa imali eninzi eSephora, xa inkqubo yomvuzo ka-Ulta ingcono kakhulu? Ukunyaniseka kufana nokuqhwaba ngempama evela eSephora. Ndingathanda phantse ndingabinayo. Chitha i-1000 yeedola kwiimveliso zethu kwaye siza kukunika isampulu encinci evela kuhlobo ongazange walusebenzisa kwaye mhlawumbi awunamdla nakanjani. Chitha i-1000 yeedola kwaye ufumane umvuzo wemali ubuyele kuthengiso lwexesha elizayo. Bendisenza ntoni lonke elixesha ?!
Nokuba abo baziva bengasweleki ngokobuqu yindlela uSephora aphethe ngayo imbuyekezo bayamgweba umthengisi ngokungqongqo ngenxa yoqheliselo lwayo:
Andiyisebenzisi imali eSephora ukufumana amanqaku - ndingayichitha loo mali phofu kuba ndithenga izinto endifuna ukuba zezam ... Oko bekuthethile, kukhuthaza abantu ukuba bazikhethele ngokungakhathali indawo yabo kwaye bathenge izinto ezingafunekiyo ukunqanda ukuphoswa sisimo sokuziphatha esibi kakhulu, ngokoluvo lwam. Yinto epholileyo. Kwaye yintoni? I-Vult Vult vault yayingama-20,000 amanqaku (aka $ 20,000 asetyenziswe eSephora) -kuya kuba neendleko ezingaphantsi kweedola ezingama-3,000 ukuthenga nje wonke umgca ngokuthe ngqo ukuba kukho umntu owayefuna ngokwenene.
Kule minyaka imbalwa idlulileyo, abathengi baseSephora baye babamba malunga nokwehla okubonakalayo komgangatho wembuyekezo-kunye (kunye neesampulu zasimahla ezimele ukuza nazo zonke izinto zokuhambisa kodwa zihlala zishiyiwe. Ayinamsebenzi ukuba zeziphi iisampulu endizicelayo. Ndihlala ndiphela ngokufumana izivavanyisi ezinuka kamnandi ezihamba ngqo kwinkunkuma, elinye ilungu leVIB Rouge lixelele uMqwalaseli. Rhoqo kunokuba kungenjalo, ukhetho oluthunyelwe lubonakala lungahleliwe kunokuba lusekwe kwisicelo somthengi. Oku kubonisa enye into yokusilela kokulawula ulindelo kwicala likaSephora.
Ezinye iingcali zeshishini ziyazibuza ukuba ingaba iSephora inokwenza le ntshukumo ukuba ishenxise uluhlu lweempahla ukuze ifumane iimveliso zesampulu. Oku kunokunika igumbi lokuthengisa ukubonelela ngeesampulu ezingaphezulu (mhlawumbi ukusuka kulungelelwaniso olukhulu lweemveliso abaziphetheyo) kwaye ke, abathengi baya kuba neendidi ezahlukeneyo kunye namathuba okuba bathande iimveliso ezintsha, umphathi omnye wobuhle owenzelwe i-Braganca.
I-exec nayo isebenzise eli gama ukunyanzeliswa kwenkcitho yamanqaku ukuchaza ukuba umgaqo-nkqubo omtsha kaSephora uza kwenza ntoni. Kuyinyaniso eyamkelweyo jikelele ukuba abantu abakuthandi ukunyanzelwa ukuba benze nantoni na. Abathandi abaphosa amakhulu okanye amawaka eedola ngonyaka kwi-obsession yabo ngokwenene ungakuthandi ukunyanzelwa ukuba wenze izinto ngabo baphethe iipokotho zabo. Bayazi ukuba lixabisa ntoni ishishini labo, kwaye bayazi kakuhle ukuba zininzi ezinye iindawo zokuthenga. I-Sephora ifuna abathengi ngaphezulu kwabaxumi abafuna i-Sephora-nokuba umthengisi uyayiqonda na okanye hayi.
UJackie Danicki udale enye yeebhlog zobuhle zokuqala nezaziwa kakhulu ngo-2004 kwaye uye wabonisana nezinye zeempawu eziphambili zehlabathi kwisicwangciso somxholo wedijithali kunye nezinto ezintsha. UJackie blogs at http://burnedoutbeauty.com , kwaye ungamfumana kwi-Twitter, kwi-Instagram, nakwi-Snapchat njengo @burnedoutbeauty.
