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Sephora & Lyft Partnership: Omnichannel Genius Or Well-Spun Marketing? | Fast Five Shorts · Omni Talk Retail

• 0:00
  Sephora
• 0:00
  taps
• 0:00
  Lyft
• 0:01
  to
• 0:01
  deliver
• 0:02
  customers
• 0:02
  to
• 0:03
  its
• 0:03
  stores
• 0:03
  according
• 0:04
  to
• 0:04
  Retail
• 0:04
  Dive.
• 0:05
  While
• 0:05
  several
• 0:05
  retailers
• 0:06
  are
• 0:06
  promising
• 0:07
  major
• 0:07
  discounts
• 0:07
  and
• 0:08
  speedy
• 0:08
  delivery
• 0:09
  during
• 0:09
  their
• 0:09
  July
• 0:09
  sales
• 0:10
  events,
• 0:10
  Sephora
• 0:11
  is
• 0:12
  flipping
• 0:12
  the
• 0:12
  script
• 0:12
  by
• 0:13
  delivering
• 0:13
  shoppers
• 0:14
  themselves
• 0:14
  to
• 0:15
  its
• 0:15
  retail
• 0:15
  locations
• 0:16
  for
• 0:16
  in
• 0:16
  store
• 0:16
  guidance
• 0:17
  and
• 0:17
  special
• 0:17
  pricing.
• 0:18
  Sephora
• 0:19
  and
• 0:19
  Lyft
• 0:19
  Media
• 0:20
  have
• 0:20
  partnered
• 0:20
  on
• 0:20
  a
• 0:20
  promotion
• 0:21
  to
• 0:21
  literally
• 0:22
  drive
• 0:23
  potential
• 0:23
  beauty
• 0:24
  customers
• 0:24
  to
• 0:24
  a
• 0:25
  handful
• 0:25
  of
• 0:25
  its
• 0:25
  freestanding
• 0:26
  locations
• 0:26
  between
• 0:27
  July
• 0:27
  7
• 0:27
  and
• 0:27
  July
• 0:28
  10,
• 0:29
  right
• 0:29
  amid
• 0:29
  all
• 0:30
  the
• 0:30
  Prime
• 0:30
  Day
• 0:30
  festivities
• 0:31
  this
• 0:31
  week.
• 0:32
  Promoted
• 0:32
  as
• 0:32
  quote
• 0:33
  delivered
• 0:33
  to
• 0:33
  Beauty,
• 0:34
  the
• 0:34
  four
• 0:35
  day
• 0:35
  event
• 0:35
  provides
• 0:36
  customers
• 0:36
  with
• 0:36
  a
• 0:36
  20
• 0:37
  credit
• 0:37
  for
• 0:37
  one
• 0:38
  way
• 0:38
  rides
• 0:38
  on
• 0:38
  Lyft
• 0:38
  to
• 0:39
  a
• 0:39
  participating
• 0:39
  Sephora
• 0:40
  location.
• 0:42
  There
• 0:42
  they
• 0:42
  will
• 0:43
  receive
• 0:43
  in
• 0:43
  store
• 0:44
  guidance
• 0:44
  and
• 0:44
  discounts
• 0:45
  of
• 0:45
  $10
• 0:46
  on
• 0:46
  any
• 0:46
  purchase
• 0:47
  over
• 0:47
  $50.
• 0:48
  Select
• 0:48
  Sephora
• 0:49
  stores
• 0:49
  in
• 0:49
  New
• 0:49
  York
• 0:50
  City,
• 0:50
  Los
• 0:50
  Angeles,
• 0:51
  San
• 0:51
  Francisco,
• 0:51
  Chicago
• 0:52
  and
• 0:52
  Seattle
• 0:53
  are
• 0:53
  participating
• 0:53
  in
• 0:54
  the
• 0:54
  promotion.
• 0:55
  And
• 0:55
  do
• 0:55
  you
• 0:55
  think
• 0:56
  Sephora
• 0:56
  and
• 0:56
  Lyft's
• 0:57
  partnership
• 0:57
  is
• 0:57
  omnichannel
• 0:58
  genius
• 0:59
  amid
• 0:59
  Prime
• 0:59
  Day,
• 1:00
  or
• 1:00
  is
• 1:00
  it
• 1:00
  more
• 1:00
  just
• 1:01
  good
• 1:01
  marketing
• 1:01
  spin?
• 1:02
  I
• 1:03
  think
• 1:03
  this
• 1:04
  is
• 1:04
  a
• 1:04
  great
• 1:04
  marketing
• 1:05
  campaign
• 1:05
  and
• 1:05
  that's
• 1:06
  what
• 1:06
  you
• 1:06
  have
• 1:06
  to
• 1:06
  look
• 1:06
  at
• 1:06
  this
• 1:06
  as.
• 1:07
  I
• 1:07
  don't
• 1:07
  think
• 1:07
  this
• 1:08
  is
• 1:08
  like
• 1:08
  a
• 1:09
  future
• 1:09
  pilot
• 1:10
  where
• 1:10
  Sephora
• 1:11
  starts
• 1:12
  bringing
• 1:12
  people
• 1:13
  to
• 1:13
  their
• 1:13
  stores
• 1:14
  and
• 1:14
  offering
• 1:15
  car
• 1:15
  service,
• 1:16
  but
• 1:16
  I
• 1:16
  do
• 1:17
  think
• 1:17
  that
• 1:18
  it's
• 1:18
  a
• 1:18
  worthwhile
• 1:19
  test
• 1:19
  and
• 1:19
  investment.
• 1:21
  I
• 1:21
  think
• 1:21
  it's
• 1:21
  a
• 1:22
  way
• 1:22
  to
• 1:23
  provide
• 1:23
  people
• 1:24
  a
• 1:24
  luxury
• 1:25
  experience
• 1:27
  at
• 1:27
  a
• 1:27
  price
• 1:28
  point
• 1:28
  that,
• 1:28
  you
• 1:29
  know,
• 1:29
  it's
• 1:29
  a
• 1:30
  $28
• 1:30
  bottle
• 1:31
  of
• 1:31
  lotion,
• 1:31
  maybe
• 1:31
  that's
• 1:32
  what
• 1:32
  they
• 1:32
  buy.
• 1:32
  Once
• 1:32
  they
• 1:32
  get
• 1:33
  to
• 1:33
  Sephora,
• 1:34
  it
• 1:34
  still
• 1:34
  gives
• 1:34
  them
• 1:35
  that
• 1:36
  white
• 1:37
  glove
• 1:37
  service
• 1:37
  that
• 1:38
  they
• 1:38
  don't
• 1:38
  typically
• 1:39
  get
• 1:40
  from
• 1:40
  a
• 1:41
  mass
• 1:41
  retailer
• 1:42
  like
• 1:42
  a
• 1:42
  Sephora.
• 1:43
  So
• 1:43
  I
• 1:43
  think
• 1:44
  it's
• 1:44
  a
• 1:44
  really
• 1:44
  cool
• 1:44
  way
• 1:45
  to
• 1:45
  establish
• 1:46
  some
• 1:46
  brand
• 1:46
  loyalty,
• 1:47
  get
• 1:48
  some
• 1:48
  advocacy
• 1:49
  and
• 1:49
  some
• 1:49
  media
• 1:50
  attention
• 1:50
  and
• 1:51
  some
• 1:51
  social
• 1:51
  media
• 1:52
  posts
• 1:53
  from
• 1:53
  people
• 1:53
  who
• 1:53
  will
• 1:54
  most
• 1:54
  definitely
• 1:54
  share
• 1:55
  this
• 1:55
  experience
• 1:55
  online.
• 1:57
  But
• 1:57
  I
• 1:57
  do
• 1:57
  not
• 1:58
  think
• 1:58
  that
• 1:58
  it's
• 1:59
  something
• 1:59
  that
• 2:00
  we'll
• 2:00
  see
• 2:00
  go
• 2:00
  beyond
• 2:01
  like,
• 2:02
  like
• 2:02
  this
• 2:02
  is,
• 2:02
  this
• 2:03
  is
• 2:03
  all
• 2:03
  coming
• 2:03
  from
• 2:04
  the
• 2:04
  marketing
• 2:04
  funding
• 2:05
  bucket.
• 2:05
  This
• 2:06
  is
• 2:06
  not
• 2:06
  coming
• 2:06
  from
• 2:06
  like
• 2:07
  new
• 2:07
  store
• 2:07
  innovation,
• 2:08
  money
• 2:09
  or
• 2:09
  R
• 2:09
  and
• 2:09
  D.
• 2:10
  That's
• 2:10
  my
• 2:11
  perspective.
• 2:12
  Yeah,
• 2:12
  it's
• 2:12
  not
• 2:12
  long
• 2:13
  term
• 2:13
  strategically
• 2:13
  differentiating
• 2:15
  with
• 2:15
  the
• 2:15
  coming
• 2:16
  throes
• 2:16
  of
• 2:16
  E
• 2:16
  commerce.
• 2:17
  That's.
• 2:17
  That's
• 2:17
  what
• 2:17
  you're
• 2:18
  telling
• 2:18
  me?
• 2:18
  No,
• 2:19
  nor
• 2:19
  do
• 2:19
  I
• 2:19
  think
• 2:19
  this
• 2:20
  is
• 2:20
  like
• 2:20
  a
• 2:20
  long
• 2:21
  term
• 2:21
  play.
• 2:21
  I
• 2:21
  think
• 2:22
  this
• 2:22
  is
• 2:22
  going
• 2:22
  to
• 2:23
  be
• 2:23
  an
• 2:23
  idea
• 2:24
  until
• 2:24
  other
• 2:24
  retailers
• 2:25
  start
• 2:25
  doing
• 2:25
  it
• 2:26
  and
• 2:26
  then
• 2:26
  it
• 2:26
  doesn't.
• 2:26
  It's
• 2:27
  not
• 2:27
  cool
• 2:27
  and,
• 2:27
  and
• 2:28
  innovative
• 2:28
  anymore.
• 2:29
  Yeah.
• 2:30
  No
• 2:30
  good.
• 2:30
  I'm
• 2:31
  surprised.
• 2:31
  I'm
• 2:31
  surprised
• 2:31
  we
• 2:31
  agree
• 2:32
  on
• 2:32
  this
• 2:32
  one.
• 2:32
  Yeah,
• 2:32
  I
• 2:32
  was
• 2:32
  not,
• 2:33
  I
• 2:33
  was
• 2:33
  kind
• 2:33
  of
• 2:33
  wondering
• 2:33
  if
• 2:34
  you
• 2:34
  were
• 2:34
  going
• 2:34
  to
• 2:34
  take
• 2:34
  that
• 2:34
  approach.
• 2:35
  I,
• 2:35
  I
• 2:35
  100
• 2:35
  agree.
• 2:36
  I
• 2:36
  don't
• 2:36
  think
• 2:36
  this
• 2:36
  is
• 2:36
  anything
• 2:37
  new.
• 2:37
  I
• 2:37
  can
• 2:37
  remember
• 2:38
  you.
• 2:38
  I
• 2:38
  don't
• 2:39
  think
• 2:39
  I've
• 2:39
  ever
• 2:39
  told
• 2:39
  you
• 2:39
  this.
• 2:39
  I
• 2:39
  can
• 2:39
  Remember
• 2:40
  back
• 2:40
  in
• 2:40
  1999,
• 2:42
  Banana
• 2:42
  Republic
• 2:43
  was
• 2:43
  running
• 2:44
  cars
• 2:44
  on
• 2:44
  demand
• 2:45
  around
• 2:45
  San
• 2:45
  Francisco
• 2:46
  to
• 2:46
  get
• 2:46
  people
• 2:46
  into
• 2:47
  their
• 2:47
  stores,
• 2:48
  and
• 2:48
  that
• 2:48
  was
• 2:48
  well
• 2:48
  before
• 2:49
  Prime
• 2:49
  Day
• 2:49
  even
• 2:49
  existed.
• 2:50
  So,
• 2:50
  like,
• 2:50
  this
• 2:50
  is,
• 2:51
  this
• 2:51
  is
• 2:51
  not.
• 2:51
  Yeah.
• 2:52
  In
• 2:52
  fact,
• 2:52
  I'm.
• 2:54
  Luxury
• 2:54
  retailers
• 2:54
  have
• 2:55
  been
• 2:55
  doing
• 2:55
  this
• 2:55
  for
• 2:55
  years.
• 2:56
  Like,
• 2:56
  I
• 2:57
  mean,
• 2:57
  Neiman's,
• 2:57
  Bergdorf,
• 2:58
  like,
• 2:59
  they'll
• 2:59
  send
• 2:59
  a
• 2:59
  car
• 2:59
  for
• 3:00
  their
• 3:00
  good
• 3:00
  customers.
• 3:01
  Like,
• 3:01
  like
• 3:01
  you
• 3:02
  always
• 3:02
  say
• 3:02
  the
• 3:02
  casino
• 3:03
  model.
• 3:03
  Like,
• 3:03
  we'll
• 3:04
  take
• 3:04
  you
• 3:04
  wherever
• 3:04
  you
• 3:04
  want
• 3:05
  to
• 3:05
  go.
• 3:05
  You're
• 3:05
  going
• 3:05
  to
• 3:05
  come
• 3:05
  spend
• 3:06
  money,
• 3:06
  go
• 3:06
  for
• 3:06
  it.
• 3:07
  Yeah,
• 3:07
  right.
• 3:07
  But
• 3:08
  it's
• 3:08
  continue.
• 3:09
  It's
• 3:09
  not
• 3:10
  going
• 3:10
  to
• 3:10
  say.
• 3:10
  I
• 3:10
  mean,
• 3:10
  the
• 3:10
  point
• 3:10
  is
• 3:11
  it's
• 3:11
  not
• 3:11
  going
• 3:11
  to
• 3:11
  stave
• 3:11
  off
• 3:11
  the
• 3:12
  Prime
• 3:12
  Day
• 3:12
  drain
• 3:13
  in
• 3:13
  any
• 3:13
  way,
• 3:13
  shape
• 3:13
  or
• 3:14
  form,
• 3:14
  especially
• 3:14
  when
• 3:14
  you're
• 3:15
  just
• 3:15
  doing
• 3:15
  like
• 3:15
  five
• 3:15
  cities.
• 3:16
  But
• 3:16
  it
• 3:17
  does
• 3:17
  make
• 3:17
  a
• 3:17
  compelling
• 3:18
  headline
• 3:18
  of
• 3:18
  like
• 3:19
  the
• 3:19
  omnichannel
• 3:20
  strategy
• 3:21
  when
• 3:21
  you
• 3:21
  pitch
• 3:21
  it
• 3:21
  in
• 3:21
  the
• 3:22
  media
• 3:22
  that
• 3:22
  way.
• 3:22
  So
• 3:23
  kudos
• 3:23
  to
• 3:23
  the
• 3:23
  Sephora
• 3:24
  marketing
• 3:24
  team
• 3:24
  for
• 3:25
  getting
• 3:25
  that
• 3:25
  hook
• 3:26
  and
• 3:26
  getting
• 3:26
  people
• 3:26
  to
• 3:26
  bite
• 3:27
  on
• 3:27
  it
• 3:27
  more
• 3:27
  so
• 3:28
  than
• 3:28
  they
• 3:28
  would
• 3:28
  if
• 3:29
  it
• 3:29
  was
• 3:29
  just
• 3:29
  the
• 3:29
  traditional
• 3:30
  things
• 3:30
  like
• 3:30
  you
• 3:30
  were
• 3:30
  just
• 3:31
  describing.
• 3:31
  Right?
• 3:32
  Yeah.
• 3:32
  Yeah.
• 3:33
  I
• 3:33
  think
• 3:33
  it's
• 3:33
  brilliant.
• 3:33
  You
• 3:34
  look
• 3:34
  at
• 3:34
  their
• 3:34
  target
• 3:34
  audience.
• 3:35
  I
• 3:35
  mean,
• 3:35
  you
• 3:36
  have
• 3:36
  teens
• 3:36
  that
• 3:36
  don't
• 3:37
  have
• 3:37
  licenses
• 3:38
  that
• 3:38
  need
• 3:38
  to
• 3:38
  get
• 3:38
  into
• 3:38
  the,
• 3:39
  you
• 3:39
  know,
• 3:39
  get
• 3:39
  into
• 3:40
  the
• 3:40
  store
• 3:40
  and
• 3:40
  giving
• 3:41
  them
• 3:41
  the
• 3:41
  opportunity
• 3:42
  to
• 3:42
  spend
• 3:42
  a
• 3:42
  bunch
• 3:42
  of
• 3:43
  money.
• 3:43
  Like,
• 3:43
  you'll,
• 3:44
  you'll
• 3:44
  make
• 3:44
  your,
• 3:44
  you'll
• 3:45
  make
• 3:45
  your
• 3:45
  marketing
• 3:46
  impressions,
• 3:46
  that's
• 3:47
  for
• 3:47
  sure.
• 3:47
  Like,
• 3:47
  I
• 3:47
  think
• 3:47
  this
• 3:48
  is
• 3:48
  a
• 3:48
  very
• 3:48
  worthwhile
• 3:50
  marketing
• 3:51
  investment.
• 3:51
  But,
• 3:51
  yes.
• 3:52
  Not,
• 3:53
  not
• 3:53
  the
• 3:54
  strategy
• 3:54
  that's
• 3:54
  going
• 3:54
  to
• 3:55
  help
• 3:55
  them
• 3:55
  take
• 3:55
  off.
• 3:56
  I
• 3:57
  just
• 3:57
  laugh
• 3:57
  at
• 3:57
  our
• 3:57
  retail
• 3:58
  media
• 3:58
  peers
• 3:58
  that
• 3:59
  pick
• 3:59
  up
• 3:59
  these
• 3:59
  sound
• 4:00
  bites
• 4:00
  that
• 4:00
  the
• 4:00
  PR
• 4:01
  teams
• 4:01
  are
• 4:01
  throwing
• 4:01
  them.
• 4:01
  Like,
• 4:02
  oh,
• 4:02
  it's,
• 4:02
  you
• 4:02
  know,
• 4:02
  an
• 4:02
  omnichannel
• 4:03
  strategy
• 4:03
  to
• 4:03
  combat
• 4:04
  Prime
• 4:04
  Day.
• 4:04
  Like,
• 4:05
  come
• 4:05
  on.