"There really are people who only shop on mobile," says Johnna Marcus, Sephora's director of mobile and digital store marketing, in this interview. She cites research showing that 31% of Americans access the Web solely through their phones, saying that Sephora has tried to design applications to serve that audience. "It's not just thinking of mobile as sort of an augment, but really building things out to be mobile-first and be mobile-primary," Marcus adds.

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