Dive Brief:
- Lancôme debuted a redesigned website in the U.S. Wednesday, featuring a designated portal for its loyalty program to cultivate deeper relationships with customers.
- The skin and makeup retailer created the new loyalty page after a data analysis and user behavior insights found that customers desired clearer, more direct access to their benefits, a Lancôme spokesperson told CX Dive.
- “Through this enhanced loyalty experience, we are not just retaining customers; we are actively cultivating brand advocates and solidifying Lancôme’s position as a leader in customer-centric luxury,” the spokesperson said in an email.
Dive Insight:
With the rollout of its revamped site, Lancôme is placing greater emphasis on its loyalty program to encourage more sign-ups and keep customers coming back.
The loyalty portal features information that Lancôme’s customers wanted easier access to, the spokesperson said. That includes the different tiers of the program — rose gold, gold and platinum — and how to accumulate points, with every $1 spent earns 10 points.
It also highlights perks of its loyalty program including an exclusive gift on their birthday, free shipping and exclusive member-only offers. Free birthday gifts have proven a successful driver of loyalty membership at beauty brands like Sephora.
The revamped website, which was rolled out on the 90th anniversary of the brand, is centered on a mobile-first philosophy and aims to provide a personalized and intuitive experience that “mirrors the luxury of our brand,” the spokesperson said.
Arguably, the retailer’s shift to mobile-first arrives late. Half of luxury clients now purchase online, and mobile shopping accounts for the lion’s share of e-commerce shopping.
But Lancôme has made its digital experience more robust with beauty tools like Foundation Shade Finder, E-Skin Expert and Fragrance Finder more accessible on mobile devices. The tools aim to bring beauty advice typically found in-store to the online experience and provide the brand with first-party data.
