Application of New Technologies for Increasing Sales in the International Companies’ Marketing Systems (Based on the Example of Sephora)

The growing competition in world commodity markets, caused by slowdown of the global economic development and by decrease in consumption, forces companies to pay greater attention to the ways of attracting and retaining clients. The research work analyzes modern ways and instruments of work with consumers aimed at rise in sales, based on the integration of innovative technologies with traditional marketing tools. Integration of technological innovations in the structure of retail trade becomes a key factor in the formation of consumer loyalty. The paper offers a model of digital tools introduction into the marketing systems of international companies, based on the synergy of the existing model of digital marketing implementation (PRACE), of the design-thinking approach, taking into account the analysis of the case of the international retail chain “Sephora”. On the basis of suggested model and current digital trends, the author suggests a narrower model of digital technologies integration aimed at a beauty industry has been developed. The author comes to the conclusion that properly integrated digital instruments contribute to the development of relations between companies and potential consumers, influencing the decision-making process. However, the introduction of technologies can be ineffectual without a comprehensive analysis of consumer experience and without effectiveness evaluation of the used tools. The results of the research can be useful for practical use, as the proposed model provides meaningful foundation and structures the stages of digital marketing implementation in the activities of companies, primarily those working in the consumer goods market. Key words: marketing system, client orientation, rise in sales, technological innovations, digital marketing, consumer experience, integration of digital instruments.