“Customer satisfaction is worthless, customer loyalty is priceless”, Jeffery Gitomer, since its inception in 2007, Sephora, the dominant personal care and beauty brand have taken much use of the above quote, due to their unique loyalty program known as “Beauty Insider”
How does it work?
The beauty insider is considered as Sephora’s goldmine in retaining and initiating old and new customers alike. With exclusive benefits, points, free products, no other beauty company has established a sensation like that of Sephora’s. Mostly based on the USA and Canada centric audience, the loyalty program has been considered one of the best in the beauty business and a crucial factor in Sephora’s success for immense brand loyalty.
By capitalizing on customers’ need to feel unique and superior, they offer a 3-tier system of the loyalty program, beauty insider, VIB (very important beauty tier), and VIB rouge tier.
Beauty insider program: The very first set of the loyalty program where anyone can become a member by just spending a dollar! Every dollar spent in the relevant Sephora store (the US and Canada), the customer earns one point, which can be used for claiming rewardsVIB (very important beauty insider)- by spending $350, every year, the user can claim the status of VIB. With exclusive benefits, perks, free facial makeovers, and free shipping off on purchases above $50, the VIB tier is considered the best in the loyalty program only to be taken over the Rouge VIB.
Rogue: Considered the most exclusive anyone can get, the rogue VIB status can be achieved by spending $1000 every year by the user. With benefits and perks that rival that of the VIB and Beauty insider loyalty programs and free shipping provided above $35, this card also gives free access to special events by famous household beauty owners themselves! A Must for all personal care and beauty enthusiasts!
Sephora beauty app
With the advent of technology, Sephora has also kept up with the trends with its very own app, which has all the functions of an in-house store with the exception that you can shop from the comfort of your own house. The Sephora app enables the customer to shop, track their points and redeem the same. With its exclusive love button, members using the app can now save their products with just a click of the button.
Another very important and exclusive feature of this app is the charity feature, with rising racial, class, and political tensions, Sephora has stood amongst the black and LBGT community with its charity feature, where customers can donate money to many such organizations like National black justice, Black LGBTQ, etc., for a better tomorrow.
Important updates
The post-pandemic updates of Sephora include benefits such as
Points to the money system, where the users can exchange beauty points for money, where 500 points would equal to $10The update also included other perquisites such as a free facial, full-face makeover, meet and greets, access to exclusive events, and also meeting the founders of famous brands advertised in SephoraThe exclusive free shipping for VIB and rogue VIB was also a post-pandemic baby which was added to make the life of customers easier, so they can shop more efficiently.
Customized promotions
Sephora is excellent in providing customized promotions to its customers. While the users fill out their very own profile on the “beauty insider profile”, it asks for a list of preferences and specifications from its customers, to better utilize this information to give out advertising according to the preferences of the customers. This helps promote the brand better and a sense of brand loyalty is created towards the company itself.
We wish you a happy birthday!
Sephora is known to provide excellent customer services by allowing the registered clientele a gift on their birthday! If a user is registered on the beauty insider profile, then around the time of their birthday, Sephora sends them a wish and allows them to pick up one gift (on the house). So, either a person can redeem the rewards online or go to the nearest store with the email gift and redeem the gift in person
Exclusivity
Sephora is known for profiting from the customer’s need to feel special and exclusive with the help of its loyalty programs. Being emotionally connected to a product allows a person to develop brand loyalty towards the said product, which is the exact principle which Sephora works on.
By offering different tiers and ways to reach them (revenue-based), Sephora uses the social dynamism of the customers to climb up the beauty industry ladder. The three tiers have different perks, with the perks increasing as you go up the ladder. Offering exclusive rewards, packages, free facial sessions, meet and greets with celebrities, makes the reward system tempting which everyone would want to be a part of.
Frequently asked questions
Do I get Sephora points at JCPenney stores?
JCPenney stores (the US only) are allowed to add on Sephora points. The customer should be registered in the beauty insider profile to add or redeem those points and must mention this fact to the cashier during checkout and they shall add or redeem the rest from your account.
How long does Sephora take to update points?
The Sephora points are usually updated within 24 hours of making the purchase. However, if they are not, the user is required to contact customer service after the lapse of 24 hours.
Can you give your Sephora points to someone else?
No, it is not possible to transfer your points from one person to another. Sephora does not allow that.
