KEYNOTE: From Passive Scrollers to Active Buyers: How Sephora Bridges the "Experience Gap"

In prestige beauty retail, attracting users to an app is only half the battle; keeping them engaged and driving them to purchase is the real challenge. This session explores how Sephora revolutionized its mobile strategy by replacing static assets with a social-media-inspired, video-driven "Beauty Feed" to turn its app into a dynamic destination for discovery.

• What exactly is the "experience gap", and why are traditional static content and passive browsing no longer enough to capture modern consumers?

• How did Sephora move beyond static imagery to utilize interactive elements like polls and quizzes, resulting in a 139% increase in engagement?

• What does it take to connect content to commerce, using shoppable video feeds to drive a 133% increase in retail orders?

• Which mobile-first video strategies successfully resonate with younger demographics, capturing Gen Z as 40% of the engaged user base?

• What insights from the initial Australian pilot, which delivered an 8.5% boost in conversion rates and a 12% uplift in session frequency, led to expanding the strategy across 4 additional markets?