Sephora revamps loyalty programme for US and Canada shoppers

By Sarah Parsons 1-Jun-2020

The LVMH retailer hopes the new Beauty Insider initative will include greater industry access

Sephora has revamped its customer loyalty programme Beauty Insider.

The initiative claims to add "even more value and choice" for consumers, including free shipping on purchases over US$35, first access to products and discount events.

Allegra Stanley Krishnan, Vice President and General Manager of Loyalty at Sephora, said: “Our goal is to create a multi-faceted and well-rounded programme to cater to the changing needs of our clients.

"We know they want more ways to save and even more access to things like products, brand founders, services and one-of-a-kind experiences that are unique to Sephora.”

Consumers will be able to swap their loyalty points for meet and greets with a brand founder, or treatments.

Beauty Insider members can now receive $10 off their purchase for 500 points.

"We also know rewards that provide greater emotional and memorable experiences are the most meaningful for our clients, and we want to continue to deliver personalised experiences where our clients can choose what works best for their needs," continued Krishnan.

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"The emotional component of loyalty is a vital driver of our loyalty program and what really matters most to our clients.”