Those members are also responsible for 80% of the company’s sales. Sephora takes an omnichannel approach to their marketing, which is “…a multi-channel sales approach that provides the customer with an integrated customer experience.”. "We believe emotional rewards are the new currency of loyalty," says Allegra Stanley, Sephora's VP ... [+] of loyalty. “We are driven by what our customers love and want more of. And the benefits of this are multifold: Research has shown that improved engagement leads to a 22% increase in cross-sell, a 13% to 51% increase in upsell revenue, and a 5% to 85% increase in order sizes. And if I shop there during my birthday month, I also get a free gift! Then make sure your website promotes that loyalty program loud and clear. “Are they redeeming rewards in the Rewards Bazaar? Here’s how it works: After I spend a certain amount of money (or accumulate a certain number of points), I’m eligible for a free high-end beauty product of my choosing. You can return a product after you've used it. And that’s exactly what Sephora’s Beauty Insider program does. “We believe these emotional rewards are the new currency of loyalty,” Stanley says and adds that its program will always have a transactional component as well. While the variety of “trial-sized” products and one-of-a-kind experiences (such as full-face makeovers) gives customers more, tangible benefits in exchange for their loyalty. Throughout its first nine years, Beauty Insider was more heavily weighted to transactional loyalty shored up with emotional rewards, like the honor of becoming a VIB or Rouge member or engaging in special events. Provide them with options in terms of how they can redeem their rewards. For example, Sephora lets their customers try on makeup virtually with AR and match their skin tone to a foundation using AI. Currently, Beauty Insider boosts 25 million members, and though Stanley doesn’t reveal the membership at different levels, she did share that a significant amount of sales and growth comes from its top tier $1,000+ Rouge members. If you’re not sure, then ask them! So what can you learn from Sephora’s Beauty Insider program? Come up with a catchy, on-brand name (for both your program and tiers, if you have them). Choose rewards that are aligned with your brand and don’t diminish your brand image in any way. Sephora’s Beauty Insider loyalty program is a program by cosmetic brand, Sephora. Sephora's 2020 Birthday Beauty Insider gift. The loyalty program is free to join and includes a mobile app for users. Let’s find out. On Trade, China Won And Trump Lost. Sephora’s Beauty Insider program lets shoppers accumulate rewards based on how much they spend in-store and online during each calendar year. Look at most any list of the top retail brand loyalty programs and Sephora’s Beauty Insider typically is on it. I. I am a market researcher, speaker and author focused on the affluent consumers’ behavior and mindset, including the HENRYs (high-earners-not-rich-yet) mass affluent. Looking across the retail loyalty landscape, Stanley sees most programs focused on transactional loyalty, doing whatever it takes to make the next sale which usually hinges on a discount. Sephora Promo Codes and Coupons 2021: Get up to 75% off on lipsticks, moisturizers, fragrances, makeup, and more. In her free time, she enjoys yoga, rock climbing, blogging, traveling, and soaking up as much eCommerce knowledge as she can. “The way we think about loyalty is that our clients are the core of everything we do,” Stanley shared with me. What would they truly value in a loyalty program? “They bring to life the emotional component of loyalty which is so important and really drives the majority of engagement with our clients.”, I am a market researcher, speaker and author focused on the affluent consumers’ behavior and mindset, including the HENRYs (high-earners-not-rich-yet) mass affluent. It’s actually quite shocking to realize that I have spent THAT much money on cosmetics. Recently, the retailer decided that the program needed a fresh look for 2019. Learn from Sephora’s Beauty Insider program and: On top of all that, make it as fair as possible for your customers. And SailThru ranks Sephora No. *grins* Sephora VIB Rouge Welcome Kit. You can use those rewards towards future purchases. Emotional drivers will continue to grow in importance, like one of Beauty Insiders’ “most loved perks,” its annual birthday gift, which this year will include options from Briogeo, MILK makeup and Sol De Janeiro brands. 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