Loyalty360 Reads: August 16 | Sephora Announces the Return of SEPHORiA; E-Commerce Drives Ahold Delhaize; and More

Sephora Announces the Return of SEPHORiA
Sephora announce the return of its biggest and most inclusive beauty event of the year, SEPHORiA: Virtual House of Beauty. Previously held in 2018 and 2019 as a live and ticketed event, this year’s SEPHORiA will return virtually with an exciting 3D game-like environment featuring an interactive beauty “house” with multiple rooms to explore. This free, one-of-a-kind event will take place on September 18 from 10AM – 1PM PST/1 – 4PM EST, with registration going live today.

“We are thrilled to re-introduce SEPHORiA this year and bring our clients a unique, innovative, and more inclusive beauty experience,” said Deborah Yeh, Chief Marketing Officer at Sephora. “In 2021, we felt it was important to have a moment of joy with our clients and we’ve worked hard to recreate the special SEPHORiA environment our clients know and love, by delivering an unmatched virtual experience that they can enjoy free, from anywhere. We look forward to welcoming back clients into the (virtual) world of SEPHORiA.”

Attendees of this year’s SEPHORiA: Virtual House of Beauty will receive access to both live and pre-recorded content from some of Sephora’s most-loved brands, beauty icons, and other surprise guests. Attendees can also “meet” brand founders and experts, play virtual games with chances to win Sephora swag, take selfies in virtual photo booths and more.
E-Commerce Drives Ahold Delhaize in Second Quarter
Supermarketnews.com reports that, despite a continued strong e-commerce performance, sales growth moderated at Ahold Delhaize in the fiscal 2021 second quarter as the global food retailer lapped last year’s pandemic-fueled gains.

For the quarter ended July 4, Ahold Delhaize USA saw net sales edge up 2.7% to $13.4 billion from $13.04 billion a year earlier, Zaandam, Netherlands-based Ahold Delhaize said Wednesday. Comparable-store sales dipped 0.5% year over year and were down 1.5% excluding fuel.
Hudson’s Bay Accelerates Digital-First Transformation
Hudson’s Bay announced that it will separate its store fleet and e-commerce business into two separate businesses, accelerating its digital-first transformation. This new operating model structures the organization to materially accelerate the biggest growth opportunities for each business, with dedicated leadership focus for each. The businesses will work closely together to deliver a seamless customer experience while making strategic investments in their respective growth plans. For customers, this will elevate the overall experience with significant enhancement to services, whether they shop in store or online.

Going forward, the e-commerce business will operate as “The Bay” and the 86-store fleet will operate as Hudson’s Bay, with The Bay responsible for Brand Direction, Marketing, Buying, Planning and Technology for both businesses. Iain Nairn will lead the e-commerce business as President & CEO, and Wayne Drummond has been appointed President of the stores business.
U.S. Postal Service Proposes Holiday Surcharges for Businesses and Individuals
The Wall Street Journal reports that the U.S. Postal Service plans to charge more for packages shipped during the holidays, including those sent by individuals, to offset the rising cost of deliveries at the busiest time of the year.

The agency proposed adding surcharges on most packages shipped domestically between Oct. 3 and Dec. 26, saying the fees would apply to both commercial and retail customers. That means it won’t just be Amazon.com Inc., Target Corp. and other big holiday shippers paying higher-than-normal rates; it will also cost more to ship a box of cookies to grandma.

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