How Sephora SEA Increased App Downloads & Consumer Engagement with SMS

Challenge

Sephora Southeast Asia (SEA) wanted to expand their marketing reach with a customer base that primarily shopped in-store and had not downloaded the company’s app. Mobile, a more personal communication channel, helped Sephora SEA drive digital brand engagement and increase app downloads.

Strategy

By establishing SMS opt-in CTAs during new member sign-ups, which included a personalization welcome message and app download offer, Sephora SEA tapped into a new audience. Nearly 50% of the new audience was not engaged previously with Sephora SEA’s emails or had not downloaded the app before opting into SMS.

Results

500k+

SMS Subscribers within the first year

35%

Average Opt-In Rate

28%

Average Click-Through-Rate

12%

Average App Install Rate

With Vibes, we were able to build a strong audience and achieve a high app install rate. SMS proved to be the lowest cost channel for app installs in the retail base across all our campaigns.

Sonali Gupta, Senior Manager, CRM Innovation & Projects, Sephora SEA

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