Sephora has selected customer relationship management (CRM) provider Salesforce’s Commerce Cloud and Service Cloud to provide a personalised shopping experience to customers based on their location and preferences.

Salesforce Commerce Cloud will enable Sephora’s European customers to access unique content, offers and recommendations based on their past purchases, while Service Cloud is expected to improve customer satisfaction through a personalised service.

The platform is currently available in Sweden and Denmark and will be released to other parts of Europe in the coming months beginning with Portugal, Germany and France.

“To meet the expectations of today’s shoppers, retailers must deliver customer experiences that are personalised, connected and fast.”

Sephora Europe & Middle East CDO Anne-Veronique Baylac said: “Everyone has different beauty and skincare needs, and we want to provide our customers with shopping experiences that are as unique as they are, whether they’re shopping in-store or online.

Salesforce senior vice-president (SVP) for retail industry solutions Shelley Bransten said: “To meet the expectations of today’s shoppers, retailers must deliver customer experiences that are personalised, connected and fast.

“With Commerce Cloud and Service Cloud, Sephora Europe will be able to grow and innovate at the speed of their consumer and build more personal and predictive shopping journeys for every single shopper.”

Sephora was founded in France by Dominique Mandonnaud in 1970 and is now owned by luxury goods group LVMH Moët Hennessy Louis Vuitton. It has more than 2,300 locations in 34 countries, as well as an online presence.