Lancome’s loyalty programme initiates rewarding social engagement

(16 May, 2014) Lancome has broadened the definition of loyalty programme. In its latest Elite Rewards, points are given upon both online and offline purchasing, and more specially, engagement on social media.

The incentivized social engagement includes connecting to Lancome’s Facebook, Instagram, Twitter and Foursquare, checking in at stores and sharing its products on personal accounts.

Reward every step in the customer journey
The programme is marked by stimulating every small and significant action in customers’ path to purchase. When compared to other loyalty programmes giving points upon purchases only, rewarding social media connection and sharing will further stretch the sales.

According to the study by SheSpeaks and Women’s Marketing, 55% of women were more likely to make a purchase from brands that they interacted with on social platforms.

Leverage the power of loyal customers to move new customers
While conventional loyalty programmes often focus on retaining current customers, Elite Rewards takes a big leap further in getting new customers to buy by social sharing.

Study from Nielson also supported that 92% of people trusted recommendations from friends and family more than any ads.

Another research by Market Force also showed that 81% of online consumers’ buying decisions were affected by friends and family’s posts on social media.

Create rewarding experience to prompt organic user-generated content
More than delighting the customers, multiple kinds of exclusive and personalized redeemable rewards will create impulse, emotions and content for customers to share on social media, thus exerting influence on their friends and family.

Examples of rewards are private beauty consultation, all-inclusive spa and joining New York fashion week, rather than just standard products as other programmes do.

Garner big data on buying and social behaviour of various groups
By connecting loyal customers to Lancome’s multiple platforms, it will constantly gain insights on customers’ purchasing habits and social behaviour across demographic segmentations. The programme also rewards updating personal profiles.

As nowadays the customer journey is significantly marked by SoLoMo, Lancome’s clever approach in setting social behaviour as a major part of loyalty programme has taken the lead in transforming CRM programmes in general.

Remark: Elite Rewards is an innovation of Lancome USA.

Source of statistics:
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