Sephora is widely recognized for Beauty Insider, its top-notch loyalty program that treats its most-engaged members as core ambassadors for the brand. Sephora not only offers special rewards, but lets members lead online discussions and drive changes within the program, all to keep their community of shoppers loyal. How do they do it?
There are currently over 76K conversation threads in the Beauty Insider Community, with about 1,500 active topics per day. There are also 42 different groups to join in the community, each with an average of 36K members. Beauty Insider accounts for more than 5% of site traffic, which is not so shocking considering the page is updated with around 50 looks per hour. Wait, are we talking about a social network?
Sephora made these changes because their most loyal shoppers asked for them. By sending surveys asking how Beauty Insider program can be more meaningful, Sephora not only understands how to give users what they want, but appears responsive and in touch with their audience.