Last week Annex Cloud traveled to Palm Springs, CA for the 2019 Glossy Beauty x Wellness Summit. Our CMO, Jeff Herrera and the VP of Digital at e.l.f. Cosmetics, Ekta Chopra, sat down for a fireside to discuss how e.l.f. Cosmetics’ Beauty Squad loyalty program was creating massive success for them.
“When Target specifically spoke of what they did wrong with their first program and why they failed, it was transactional. That’s not a relationship. That’s not a consumer engagement. That’s a transaction around the tool.” – Jeff Herrera, CMO of Annex Cloud
When discussing the success of the e.l.f. Cosmetics Beauty Squad, Herrera said that much of the success came from having multiple touch-points during the customer journey with loyalty playing a critical role.
Much of the focus was on the data collection from Native Receipt Scanning. By offering Beauty Squad Members the chance to scan receipts from not only e.l.f. Ecommerce site but Walmart, Target, Amazon, etc. e.l.f. Cosmetics can gain invaluable insight about their consumers ie. where do they shop and what else are they buying when they purchase e.l.f. Cosmetics products.
“For us it’s fairly new right now but the customers are loving it. If I look at our social comments or the comments we’re receiving through customer service, they’re really excited. I think the next evolution is how do we also allow them to redeem those points at retailers, possibly, or even offer from an app.” – Ekta Chopra, VP of Digital at e.l.f. Cosmetics
Herrera and Chopra highlighted the advantages of having Native Receipt Scanning as a means to understand your customers in ways we couldn’t understand before.
“If I think about 2020, my single goal is take that data, harness it in a way that we can make every single loyalty consumer experience very very relevant.” – Ekta Chopra
It’s amazing what we can do with data now that we couldn’t do just five years ago. The increase of data usage is truly allowing for a personal and customizable experience that encourages consumers to stick with a brand for the long haul.
“I think the analytics around loyalty should be pretty exciting for everyone in this room. When we started working with e.l.f. Cosmetics, we started looking at what happens to Average Order Value (AOV) and we saw a 50% increase and a 30% increase in repeat order frequency.” – Jeff Herrera, CMO at Annex Cloud.
If you have any questions about Annex Cloud customer marketing and loyalty solutions, please contact us. We’re here to help you every step of the way.
Watch the full fireside chat via link below