Topic Overview

The goal of this project is to evaluate the current Sephora consumer and their purchase habits. From this analysis, we will recommend a marketing plan aimed at increasing the success of their three-tiered loyalty program, categorized as:

Rouge - $1000/year, most benefits

VIB - $350/year, mid-tier

Insider - Free, lowest tier

As such, we will suggest opportunities to increase loyalty member count, average customer spend, in-store visits, and ways to decrease online abandonment rate.

Before gathering the data, our expectations were:

To see a higher average spend at Sephora among the older demographic.

To see more females shopping at Sephora than men.

To see a correlation between average spend and average monthly visits both in-store and online.

Makeup will be the most purchased item.

The Dataset

To collect data for this project, we sent out this survey to our friends and family via social media. Within a week, we were able to get 203 responses from men and women across various regions of the USA. The data gathered focused on gender, age, membership status, location, shopping method, average monthly spend, purchase category, highest spend category, and monthly in-store and online visits.

Our independent variables are: Gender, Age, Location, Membership, Shopping Method, In-Store Visits per Month, and Online Visit Frequency

Our dependent variable is Average Monthly Spend at Sephora.