Julie Bornstein and Bridget Dolan, executives at Sephora, explained how the retailer interacts with its customers by using social media. Dolan offered insight into who is invited and attends Sephora's social-media parties. Guests include the companies' social-media super-users, customers who love Sephora, those interested in product advice and those who keep to themselves despite being fans. For many retailers, determining the makeup of their social-media followers can be a helpful exercise.
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