Lancome's Elite Rewards Engage Consumers Across Social Media
Laura McQuarrie — March 24, 2017 — Marketing
References: lancome-usa & usa.chinadaily.cn
Lancome's Elite Rewards program goes above and beyond rewarding consumers for purchasing its product. The unique loyalty program boasts three different kinds of ways that consumers may be rewarded when they Shop, Share or Connect.
Beyond earning points for connecting with Lancome and sharing favorite product finds on social media, Elite Rewards members also have another way to earn points. When shopping at stores and websites where Lancome products are sold, they are eligible to earn 10 points for every dollar spent. While loyalty programs often solely put their focus on rewarding consumers for purchasing from a specific brand, this rewards incentive encourages consumers to frequent places where Lancome is sold.
When it comes to redeeming points, Lancome customers may choose to receive either more of their favorite products or treat themselves to exclusive experiences such as spa visits, private beauty consultations and more.
Beyond earning points for connecting with Lancome and sharing favorite product finds on social media, Elite Rewards members also have another way to earn points. When shopping at stores and websites where Lancome products are sold, they are eligible to earn 10 points for every dollar spent. While loyalty programs often solely put their focus on rewarding consumers for purchasing from a specific brand, this rewards incentive encourages consumers to frequent places where Lancome is sold.
When it comes to redeeming points, Lancome customers may choose to receive either more of their favorite products or treat themselves to exclusive experiences such as spa visits, private beauty consultations and more.
Trend Themes
1. Social Rewards Programs - Disruptive innovation opportunity: Develop a social rewards program that goes beyond rewarding consumers for purchases by incorporating more ways to earn and redeem points.
2. Omnichannel Loyalty Programs - Disruptive innovation opportunity: Create an omnichannel loyalty program that rewards consumers for engaging with a brand across various platforms and locations, encouraging brand loyalty and frequent engagement.
3. Experiential Rewards - Disruptive innovation opportunity: Introduce experiential rewards in loyalty programs, giving customers the option to redeem points for exclusive experiences, such as spa visits and private consultations, enhancing their overall brand experience.
Industry Implications
1. Cosmetics Industry - Disruptive innovation opportunity: Transform loyalty programs in the cosmetics industry by incorporating social engagement, omnichannel experiences, and unique rewards, creating stronger consumer connections and brand loyalty.
2. Retail Industry - Disruptive innovation opportunity: Innovate loyalty programs in the retail industry by integrating social rewards, omnichannel engagement, and experiential incentives, driving customer loyalty and increased sales.
3. Hospitality Industry - Disruptive innovation opportunity: Reinvent loyalty programs in the hospitality industry by offering customers the opportunity to redeem points for exclusive experiences, elevating their stay by providing unique and memorable rewards.
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