Do you agree that loyalty programmes for cosmetics and beauty are the perfect fit? That’s because many people consider cosmetic items to be necessities, and they’re frequently bought. Customers typically choose their merchant based on costs or their shopping experience for stores that sell the same cosmetics as their rivals. Because of this, customer retention and beauty rewards programmes are crucial in this business.
What Is a Loyalty Program for Cosmetics and Beauty?
A subset of incentive programmes called cosmetics and beauty loyalty programmes was created to address the particular issues this sector deals with. Beauty rewards programmes are designed with elements that encourage long-term engagement while also encouraging customers to experiment more with high-end products because this industry is characterised by high buy frequency but low basket value.
These initiatives’ emphasis on tangible donations is another distinguishing feature. Beauty brands have the opportunity to add a lipstick to a customer’s order as a Surprise & Delight reward or offer a perfume or hair mask sample as a welcome surprise after achieving a higher tier, but businesses in other industries frequently rely heavily on coupons or discounts as rewards.
The finest beauty loyalty programmes in the market boast a variety of omnichannel options that increase both in-store and mobile interaction because beauty and cosmetic firms have a substantial offline presence.
The Cosmetics and Beauty Industry’s Biggest Challenges with Customer Retention
However, strategies for cosmetics and beauty don’t just focus on increasing basket value. Companies have had to drastically change their customer retention strategy in the wake of the COVID-19 outbreak. The value of personalisation, not just in the travel or beauty industries, but elsewhere, is a lesson that many leaders have learnt.
Fortunately, loyalty programmes for cosmetics can help businesses overcome the difficulty of personalisation by gathering more data about their customers and encouraging questionnaires and quizzes. By using personalised loyalty emails and pertinent product recommendations, firms are given the ability to boost the relevancy of their marketing communications.
Let’s not overlook offline presence either. Companies that traditionally focused on brick-and-mortar sales of cosmetics and beauty products have had to make significant advancements in digitalization. Customers who are confined to their homes can embrace the online or mobile shop more readily with the aid of a rewards programme.
Features of the Best Loyalty Programs to Make Your Cosmetic and Beauty Company Stand Out
Now that the difficulties and fundamental capabilities have been discussed, it is time to examine the most alluring characteristics of cosmetics and beauty loyalty programmes.
bonuses, tiers, and earn and burn
Depending on the objectives and KPIs of the company, loyalty programmes can function in a variety of ways. Traditional point systems, commonly referred to as earn and burn, support customer identification and are quick to establish. In addition to allowing for the creation of highly targeted experiences, tiered systems also help keep members from leaving for the rivals. If your objective is to foster a sense of gratitude and brand love, always-available advantages, also known as perks, are the easiest to administer and suggest.
early product availability
The finest reward you can provide is access to limited-edition or future products for loyalty programme members. Early access recipients feel appreciated, and the feature itself creates a VIP atmosphere that encourages other customers to spend more money so they, too, can gain access. It is therefore recommended practise to either create an insider group or reserve early access to high-tier members.
birthday presents
Customers will love you more if you send them a gift when they least expect it. Birthday presents are a great example. Send clients a few loyalty points via email, or, if they’ve placed an order recently, sneak a bonus product sample into it. Anniversary celebrations for memberships can be held in the same way.
Events with double or triple points for specific product categories or retailers
To make the life of CRM executives and marketers easier, several loyalty programme suppliers include the feature of offer administration. Simply said, the system enables marketers to organise and control different campaigns depending on any predetermined criteria.
Community-elements
With your loyalty programme, emphasise the shared passion of cosmetics and beauty items. For instance, plan members-only gatherings at particular stores with influencers, or create a message board inside the central hub of the loyalty programme where users may share suggestions and recommendations.
profiling using games
You can get more information about your clients by combining quizzes with prizes from loyalty programmes, but for best effectiveness, make sure the quizzes are pleasant to the eye and simple to use. For instance, make the questionnaire look like Tinder, where users can swipe left or right to indicate whether or not they prefer a particular product. Alternately, use the visual quiz format to discover more about the character and way of life of your customers.
With a loyalty programme, you can be your own brand of lovely.
When it comes to creating a new programme for your brand, there is a certain thrill. It’s a terrific opportunity to focus on what your brand represents. What KPIs are the most crucial? Which aspects of a loyalty programme would be most popular with your audience? (And if the response is unclear, this is a wonderful time to ask!)
I hope this article has given you the necessary knowledge to begin going. You can schedule a demo with one of our specialists or submit an RFP whenever you’d like to launch or update your own programme.
Don’t forget to download Antavo’s Customer Loyalty Report 2022, a comprehensive report that offers a wealth of data and upcoming market trends to assist you in navigating the world of next-generation loyalty programmes.