Why Emotional Loyalty is Critical for Sephora's Customer Rewards Program

In episode 209 of Total Retail Talks, Executive Editor Joe Keenan interviews Allegra Stanley Krishnan, vice president of loyalty at Sephora, a global beauty retailer. Listen in as they discuss the redesign of Sephora's customer loyalty program; how the brand launched its new rewards program, Beauty Insider; and why a focus on emotional loyalty is key to future efforts. Krishnan details how companywide collaboration and listening to customer feedback took Sephora's Beauty Insider from a purely transactional program to an interactive, experiential membership program. Krishnan and her team track acquisition rates, retention rates, and tier migration between the program's three membership tiers as core KPIs for Beauty Insider. She also touches on Sephora's primary goals for the new program as well as its plans to continue evolving and improving the rewards membership going forward. This episode was recorded live at CRMC 2019 in Chicago.