Everything is shifting over to digital now, in 2010 (at the time of the case), Sephora’s target market in 2010 was 25-35, I think this is still their target market. The teenage girls that were looking up to these women at that time are now adults and in this age bracket.
Majority of their consumers are young, and this target market is usually tech savvy so switching over to digital was a good move.
Bornstein should use additional funds for new mobile opportunities, instead of adding more features to the current iPhone app. Bornstein questioned if she should be doing more advertising through Facebook and YouTube to reach more women who were not Sephora clients, maybe due to living where there are no Sephora stores. YES! Invest in advertisements to run across these platforms to get more traffic to the site. They would then be able to track organic traffic or if it was a (social) referral from a social network that led the customer to the site, this will show if the ad placement got a new visitor to the site, and ROI.