Sephora has enhanced its customer profiles to include 360-degree data which improves the online and in-store shopping experience for their customers. The beauty and health retailer utilizes technologies like Virtual Artist which is an artificial intelligence (AI) feature that allows customers to virtually try makeup products through Sephora’s app. In addition, Sephora is gaining a better understanding of their customers purchasing behaviors using Google Analytics 360 Suite. Influencer marketing is a big advertising technique Sephora uses to promote its brand on media platforms. Sephora is a leading example of how companies should incorporate data in their omnichannel strategy.