Behind the Design: How Sephora’s Beauty Insider visuals power customer loyalty program
How many times have you made an online or in-person purchase and been asked to join the customer loyalty program? Probably more times than not. It’s not uncommon as a shopper to sign up for these email programs just to receive a 10% coupon for a purchase.
Many companies have loyalty programs, but only a quarter of them are truly beneficial.
Corporations like Starbucks, Nike, and Panera offer excellent customer loyalty programs that provide coupons, early access to sales, and credit for making purchases. One loyalty program I’m particularly familiar with is the Sephora Beauty Insider program.
As a member since 2018, I can attest that this program has offered numerous opportunities to earn points and use them toward purchases. Whether it's a free birthday gift or a random 25% off for a weekend, Sephora offers great deals that entice customers to make new purchases.
Customers are not only engaged in the program because of these deals, but they are also drawn in by the visuals and user-friendly experience that the application and website offer.
Here are 3 ways Sephora uses visuals to capture customers' attention through their loyalty program:
Sleek Appearance – Sephora’s website and mobile app have a luxurious, sleek look that makes the overall shopping experience feel indulgent. Since customers are paying premium prices for products, they expect to be treated accordingly.
The site’s clean aesthetic, reminiscent of a Vogue magazine, is enhanced by its use of elegant typography and a black-and-white palette.
Insider Community – The beauty industry is a community of individuals who share a passion for beauty. Sephora’s app features real-life influencers and customers who review products and provide honest feedback, found in the “See It In Real Life” section of the app.
Not only are reviews available for buyers to see, but creators are also tagged and mentioned, attracting attention from other creators and viewers. It’s a growing community with support and love from others in the same industry.
Accessibility – Sephora uses simple graphics and designs to emphasize the products over highly stimulating visuals. The use of straightforward, easy-to-navigate graphics ensures that users can find the products they need with ease. Members can view their points and any available coupons as soon as they log into the site. This makes the process clear and easy for anyone to purchase products.
Visuals are crucial for a company to gain attention from buyers. Sephora excels at enticing their audience, building a community, and focusing on the usability of their platform.
