Most eCommerce beauty brands offer some sort of loyalty program to customers. When done right, membership and loyalty programs can benefit brands in many ways.
From increasing sales and customer lifetime value (CLV) to increasing loyalty, the benefits of beauty loyalty programs are many. And some brands have aced their loyalty programs.
For instance, Lancome. In this blog, we breakdown its loyalty program to learn tips, strategies, and best practices.
Let’s get started!
TL;DR
- Lancome offers an effective beauty loyalty program that is loved by its customers.
- The loyalty program is simple with three tiers – Rose Gold, Gold, and Platinum.
- The brand has designed easy ways to earn points.
- The benefits of the loyalty program go beyond transactions, for example, free shipping, personalized recommendations, and exclusive access.
- Tiered structure and gamification motivates customers to reach higher levels for better perks.
- Welcome bonuses, referral rewards, and first-purchase incentives attract new customers.
- Tier-specific perks and exclusive access make members feel special.
What is the My Lancôme Rewards Beauty loyalty program?
Lancome is a beauty brand that offers cosmetics, skincare, perfumes, and more. It is among the most popular international beauty brands. The brand has a successful loyalty program that offers its customers reward points, and other benefits, such as free shipping, a birthday gift, member only offers, and more.
Lancôme loyalty program analysis and strategy breakdown
Here are the features and strategies that make Lancome’s loyalty program stand out and why customers love the brand so much. Apply these beauty brand membership tips in your Shopify store.
1. Simple loyalty program structure
Customers look for simple and easy experiences with brands. Complicated structures can keep them away from interacting with brands. Lancome has created a simple loyalty structure. Customers can earn points, get rewards, and enjoy the benefits of the membership.
For instance, the loyalty program is complimentary. Members earn 10 points for every $1 they spend, as well as additional points for various activities, such as sharing reviews, enrolling in auto-replenishment, etc.
The tiered loyalty program has three tiers:
1. Rose Gold Tier
Customers in the Rose Gold Tier can earn up to 1900 points annually. They receive perks, including free shipping on orders worth $49 and more, a 20% discount as a birthday gift, and early access to promotions and launches.
2. Gold Tier
The Gold Tier is for customers who earn up to 6,499 points, offers free shipping on all orders, and a 20% birthday discount along with 100 bonus points.
3. Platinum Tier
The Platinum Tier offers the most perks. Customers who earn 6500 points annually can
Takeaway: Lancome’s tiered structure is gamified in a way that encourages customers to earn more points for more benefits. Such gamification not only offers more points to customers, it also increases their engagement levels and keeps them interested. A key requirement in the over-saturated world of eCommerce loyalty and membership programs.
2. Easy ways to earn points
The loyalty program has been designed in a way that customers can earn points easily. This sort of instant gratification encourages customers to earn more points. Here are the activities for which customers get points:
- Points for every $1 spend
- Points for signing up for text messages
- For completing a virtual service
- Bonus points for first purchase
- For writing a review
Takeaway: Lancome’s points system has many small elements that make it stand out. It has engagement integrated within the points structure (customers are expected to perform an activity and engage to earn points). Besides, the welcome offer of bonus points plays a key role in attracting new customers.
3. Benefits beyond points
With every brand offering a rewards program and points, these perks no longer satisfy customers. Today’s customers expect non-transactional perks, too. Think personalization, community, exclusivity, special events, surprises, social causes, and more.
Here’s how Lancome meets these member expectations:
- Free shipping on orders
- Birthday discount
- Early access to sales and launches
- Members-only offers
- Bonus points on special days
- Welcome bonus points
Takeaway: Shopify beauty stores can offer benefits that are not related to purchases. Emotional connection helps drive loyalty more effectively than points.
4. Gamification
Lancome’s loyalty program is gamified with a tiered structure. Gamification helps make membership programs more interesting, ensuring members stay excited.
Lancome has three tiers, differentiated by the number of points customers earn annually. To jump to a higher tier, members have to make more purchases, and earn more points. It works on the principle of motivation. Customers strive to get recognized and participate in game-like experiences.
Takeaway: By creating clear tiers and differentiating by exclusive perks, you can increase engagement and motivate continued participation by members.
5. Customer acquisition features
Customer acquisition rate is a key metric that brands measure continuously. Lancome loyalty program has implemented certain features that focus on customer acquisition. For instance, offering bonus points as a welcome incentive. New members also get discounts and free samples for joining the membership program.
Apart from welcome incentives, the brand has also set up a referral program. The program is designed to encourage members to refer friends. In return, both the referee and the referred customer get points. This enhances customer loyalty and attracts new members.
Takeaway: Combining loyalty programs with referral programs attracts new customers and leverages existing loyal members as brand advocates. This is a cost-effective customer acquisition strategy.
6. Exclusivity
One of the most essential elements of loyalty programs is exclusivity. Customers want to feel special and exclusive. Lancome understands this customer need. The brand offers perks that are exclusive to each of its three tiers.
For instance, some of the exclusive benefits members enjoy are limited-edition products, first access to new launches, sales, and more.
Takeaway: Offering exclusive perks creates a sense of special status and belonging to the brand. It makes members feel valued and distinguished, driving retention and aspiration to progress to higher tiers.
7. Seamless mobile experience
Today’s savvy customers expect brands to offer the most convenient experience on all platforms, web and mobile. Lancome loyalty members can easily access and use the loyalty membership via mobile devices.
The loyalty program web page is optimized for mobile with effective UI and UX, ensuring members have a smooth omnichannel experience, even when they access the website on a small screen.
Takeaway: Mobile-optimized experience leads to more engagement, removes friction, and enhances satisfaction levels.
Takeaways from My Lancome Rewards beauty loyalty program and how to apply them to your program
| Lancome beauty loyalty program takeaways | How to apply these beauty brand membership tips in your Shopify store |
|---|---|
| Simple three-tiered loyalty structure |
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| Multiple ways to earn points |
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| Benefits beyond transactions |
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| Gamified loyalty program |
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| Customer acquisition focus |
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| Exclusivity |
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| Omnichannel experience |
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Summing up – Set up a successful loyalty program
This Lancome loyalty program analysis offers the various features and strategies that make the program one of the most effective programs loved by customers.
If you’re looking to revamp or set up a new loyalty program on your Shopify store, apply these strategies. However, remember to keep your program relevant to your customer needs. Hence, start by one or two strategies and keep experimenting as you go.
To set up an effective loyalty program, you’ll need a smart app, such as Appstle Loyalty & Rewards.
Appstle Loyalty & Rewards offers a comprehensive set of feature:
- Customization to design a unique loyalty program
- Multiple points and rewards
- Referral program integration
- VIP perks and exclusive benefits
- Cart and checkout redemption
- Easy integration for third-party apps
- Easy migration from other apps to Appstle
Install Appstle Loyalty & Rewards on your Shopify store today!
