sephora.com

Sephora.com New Brand Menu | Missing the Mark #15

by Jamie Sanford on March 16, 2017

To view all of my content about brand experience, please click here.

I have written many blog posts about Sephora.com. I am a huge fan of Sephora in general, but their website choices are, at times, baffling.

The most recent of these choices is their updated “brands” dropdown. They have completely changed their main site navigation, which is fine. You can see the main nav choices below.

I am focusing on the brands dropdown, because that is the one I use the most.

I like the images a lot, I’m fine with using this area to feature certain brands. I would not be surprised if Sephora, like many other retailers, offer placements to brands at a cost, and this new design may have created a few more revenue channels for them. However, there’s still a major piece missing!

Where is the “all brands” or “brands A-Z” on this menu? This was my go-to, and I imagine, the same for many others, when we were using the old version of the menus. Why even have a separate main navigation button for brands if you aren’t going to offer fast and easy access to ALL brands?

I know that I cannot be the only person wondering where this button is, and I hope that Sephora.com brings it back soon.

UPDATE 3/19/17: Sephora.com has added “brands A-Z” to the brands dropdown menu! I am pretty certain I’m not the only person who really wanted it back.

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To view all of my content about brand experience, please click here.

Another short one!

I think you only need to read back a few posts on this blog to see that I’m a regular Sephora customer. For the most part, I think that their online shopping experience is great, and am happy to keep shopping Sephora.com.

However, something I had noticed in the past re-surfaced for me this week, and it is ridiculous.

316 results! I need to see them all. Luckily, there’s an option for “view all” in the dropdown.

This is so unnecessary. Why give me an unfortunate red error-y message when you could instead just offer the option to “view 300” instead of “view all,” when you don’t actually mean that you can view all?

Sephora.com is generally wonderful, so this is super disappointing. I also can only dream of the team they have working on this website, so hopefully they can add a fix for this to their list of to-dos for 2017.

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