Sephora is enhancing its Beauty Insider loyalty program with additional gift offerings and perks for higher-tier members. The new benefits build on a previous expansion that was announced in August 2018.
The Beauty Insider program has three tiers: Insider (open to all Sephora shoppers); VIB (for shoppers who spend at least $300 annually); and Rouge (for shoppers who spend at least $1,000 annually). While all members can choose one of two free gifts during their birthday month, VIB and Rouge members may now choose a third, rotating option instead.
Additionally, shoppers in these upper tiers may choose one free perk to add to their account:
- Free Shipping: Rouge members can choose free two-day shipping, while VIB members can receive free shipping on orders over $35;
- Points: Rouge members may add 750 points to their accounts, while VIB members may add 500; and
- Shareable Makeovers: Rouge members can share four free full-face makeovers with their friends each year, while VIB members can share two.
Previously offered perks include faster point gain for VB and Rouge members, a rotating selection of products available for points and access to the Beauty Insider Community, a social media site. Sephora expanded the Beauty Insider program based on feedback and requests from members.
“Our aim is to continuously adapt and grow our Beauty Insider program as clients’ needs and wants evolve,” said Allegra Stanley, VP of Loyalty for Sephora in a statement. “We are on a multi-year journey focused on raising the bar on client excitement and engagement in a prestige beauty loyalty program.”
Sephora’s emphasis on rewarding higher-tier members will capitalize on the fact that 37% of consumers would pay more for an enhanced loyalty program, according to a study by Bond Brand Loyalty. Paying for loyalty programs has even greater acceptance with early technology adopters (69%), Gen Z (47%), Millennials (46%) and households with children (44%).
Point-based loyalty programs also are effective: 86% of shoppers said they’ve joined a loyalty program to collect points for rewards, according to Kobie Marketing. Constant refinement of these programs is also important, as 75% of consumers actively earn and redeem rewards in three or fewer programs, forcing retailers to stand out if they want to stay top-of-mind with shoppers.
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