Marketing your business Part 2: Engaging clients through loyalty

Transcription

1 Marketing your business Part 2: Engaging clients through loyalty Allegra Stanley #QBConnect WiFi: QBConnect Password not required

2 Today s speaker Allegra Stanley Vice President of Loyalty SEPHORA 2 #QBConnect

3 Agenda The Sephora Approach to Loyalty Evolving Beauty Insider Loyalty Program Journey Getting the Word Out & Engaging Clients 3 #QBConnect

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5 Beauty Insider Where We Were Benefits: 1 point for every $ 3 Tiers Rouge, VIB, Insider Rewards samples Birthday gift Free Beauty Classes Access to Beauty Insider Community Primarily a transactional loyalty program 5 #QBConnect

6 Beauty Insider relaunch Why change? Clients More promiscuous they are shopping everywhere Rising client expectations that are changing daily Landscape World of loyalty has expanded New competitors at every turn Build a game-changing loyalty experience that creates the most-loved beauty community and puts the client first always!! 6 #QBConnect

7 Make beauty personal by building a loyalty ecosystem 7 #QBConnect

8 Why loyalty & loyalty programs matter 1CONNECTION & CONTACTIBILITY WITH CLIENTS 2 DRIVES SHORT TERM AND LONG TERM CLIENT BEHAVIOR 3 DEVELOPMENT OF A COMMUNITY & NETWORK 8 #QBConnect

9 Building Client Love & Loyalty with Beauty Insider Rewards Community Status 9 Better self, team, organization, world #QBConnect

10 The Sephora Loyalty Formula v Acquire v Bond v Defend v Create Sephora s Unique Value Proposition Build & Create Sephora 10 #QBConnect

11 Our Loyalty Program Journey Steps to Beauty Insider program relaunch 1 ANALYZE CLIENT 2 ACCESS BENEFITS 3 BEHAVIOR & CLIENT OPPORTUNITY REDESIGN LOYALTY PROGRAM 11 #QBConnect

12 Loyalty Program Design Characteristics Simple Relevant & Personalized Brand Aligned & Enriching Omni Experience Transparent Value Perception Overt Recognition 12 #QBConnect

13 Our Vision for Loyalty Take a Holistic Approach Drive Incremental Growth Generate Client Recognition Raise the Bar Value to Her Value to Sephora External Trends 13 #QBConnect

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15 New Beauty Insider Benefits Now Live More Points Earn points faster More Rewards 5X more rewards More Choice A new choice 15 #QBConnect

16 NEW Beauty Insider Benefit Chart New: Points Multiplier Rewards Bazaar offering has expanded full size & Rouge Reward More choice for birthday Increased Access & Experiences Remained the Same: Tiers & spend Seasonal Savings Shipping Classes, services, BI Community 16 #QBConnect

17 Key Phases of Beauty Insider Rollout TEASER LAUNCH REMIND/EDUCATE + ACQUIRE Target: Rouge + Hyper Engaged Clients Target: All Tiers + New Beauty Insider Clients Target: All Tiers + New Beauty Insider Clients Goal: Drive Awareness Goal: Create Engagement Goal: Remind & Educate Post launch, continuously read results to determine impact on key KPIs: Acquisition, Retention, Tier Migration, Sales 17 #QBConnect

18 Communication Strategy & Marketing Plan CLIENT TIER COMMUNICATION STRATEGY MARKETING PLAN Rouge + VIB Fall in love with Beauty Insider again Stores Insider Drive engagement with Beauty Insider Mobile Non-Beauty Insider Join Beauty Insider Site Social BI Community Brand Community Paid Media Press Direct Mail 18 #QBConnect

19 Tons of Great Press & Feedback 15 editorial stories with 306M+ Impressions Community advocates commenting on our behalf Positive feedback in social and Community 19 #QBConnect

20 General Client Sentiment is Positive 20 #QBConnect

21 Building Loyalty Your Way: Key Steps Determine how you will bring to life Acquire, Bond, Defend, Create Identify your unique value proposition Develop a mechanism to reward and incentivize client actions Make it easy and fun 21 #QBConnect

22 Questions? #QBConnect WiFi: QBConnect Password not required

23 Rate this session 1. Select Sessions 2. Select Title 3. Add Rating 23 #QBConnect

24 Material Download Session slides can be found on the QuickBooks Connect agenda page 1) Find the session on the agenda 2) Select + for more information 3) Download PDF of slides 24 #QBConnect

25 #QBConnect WiFi: QBConnect Password not required