Sephora incentivizes app downloads with Black Friday sneak peeks

Mobile Marketer – Sephora is driving downloads of its mobile application by taking to Snapchat to advertise exclusive first looks at doorbuster deals that are visible to app users several days before sales hit stores.

The cosmetics retailer surprised its Snapchat followers this past weekend by showcasing some of the products included in this year’s Black Friday deals. However, to unlock the full sneak peek, users were asked to visit the Sephora To Go mobile app or download it if they have not yet already, proving that Sephora is ready to give back to loyal customers by way of exclusive content.

“The success of a mobile app depends on the retailer’s ability to inspire its customers to take the first step to download the app,” said David Naumann, director of marketing at Boston Retail Partners, Boston. “While there is no surefire approach to get consumers to download apps, Sephora is clever to leverage other social media platforms like Snapchat to promote the benefits of the app. Snapchat users are primarily women under the age of 35, which is a perfect target audience for Sephora.”

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