Paradis argued that if a customer spends the time in a Sephora to find their Color IQ code, they’ll be more likely to return to the store that they feel knows them, rather than browse the makeup counter at a department store instead. When you’re talking about generating loyalty, we’re talking about generating relevance with consumers.” “It’s about personalization, and the Color IQ and its touch points are all about that. “Modern day loyalty isn’t about points and tiers in retail,” said Zach Paradis, director of experience and innovation strategy at Sapient Nitro. The Beauty Insider program itself functions as a traditional loyalty program: points are awarded for dollars spent and can be redeemed for sample products the biggest spenders are promoted to higher tiers with better rewards. A search for foundations on using Color IQ.Īs a result, the Color IQ program has made Sephora’s Beauty Insider loyalty program more valuable to consumers, who are looking for a personalized, simplified shopping experience. (In store has to be done by a guided shopping experience with an employee.) Once the code is added to a customer’s Beauty Insider account, Sephora’s loyalty program, it can automatically be applied to mobile and online product searches for the skin and lip categories. Once a customer has her Color IQ (which can only be obtained from a free in-store consultation), she can use it in stores, online and on mobile to sort product displays and minimize the selection put in front of her. “Color IQ - and Lip IQ - answers a big question: what’s the right shade for me? There are thousands of shades out there, so we narrowed down that world to make things easier.” “We believe that education is empowerment, and by enabling our customers to learn, we’re allowing for both higher conversion and deeper brand loyalty,” said Johnna Marcus, senior director of the Sephora Innovation Lab.
0 Comments
Leave a Reply. |