Sephora is optimizing its data in order to better understand and serve its customers as individuals, according to a report published by Luxury Daily.

The LVMH-owned retailer is said to be planning to offer a more bespoke shopping experience in store and online based on data collected via its loyalty program, social media channels and website. “We want to recognize everybody,” said Angel Singh, Director of Product Analytics and Optmization at Sephora. “Data is a kind of currency to us. We have a lot of data on our clients and we’re trying to figure out how to leverage it.”

Given that many of the retailer’s consumers complete a ‘retail journey’ before they purchase a given product, for example watching a tutorial on their mobile devices, sampling the product in store and buying online, Sephora is looking at ways to better reach its customers across multiple devices.

Some 23 percent of shoppers compare prices via their mobile devices while in store, and 24 percent engage with a retail app each week, according to Singh. With the right data vizualization, the perfumery chain would be able to optimise the shopping experience for its customers, for example, sales associates would be able to make personalized product suggestions in store based on a client’s search history.