Sephora’s emotion-led formula to build its customer loyalty program

Sephora, the beauty retailer, has put compelling experiences at the heart of its customer loyalty program, which is known as Beauty Insider.

Sephora’s loyalty program, known as “Beauty Insider”, provides 25 million members with the opportunity to exchange points they have earned while making purchases for beauty products and related experiences.

Most shoppers, of course, would never turn down a 20% discount coupon as they visit any one of the 400 stores run by Sephora across the Americas, its 600 locations within branches of retailer JCPenney, or its e-commerce platform.

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