Beauty PSA: You Need a Loyalty Program

Dear MAC,
I love all your products, but you don’t have a loyalty program and therefore I feel no incentive to purchase from you. I’d rather go to Sephora where I can earn points towards rewards and even take advantage of their semi-annual sales. A product recycling program isn’t enough.

Call me when you get a loyalty program,
xoxoBrittany

I know I can’t be the only one who wishes MAC had a loyalty program and I find it strange they haven’t created one. They’re missing out on a huge opportunity: consumer data. Sephora is at their level of digital excellence because they create immersive and highly personal omnichannel experiences for their customers. Ulta is the same — I love shopping there because I know they have sales, rewards and more that I can take advantage of just by purchasing. There is a reciprocal relationship that comes with a loyalty program; one where you give the consumer incentive to shop with rewards and exclusive offers and in return you get tracking and data capture, as this insightful L2 video explains. I am calling MAC out in this post, but there are tons of other brands who haven’t taken advantage of this opportunity and I’m not sure why.

PSA to beauty brands: You want your customers data in order to better cater to their wants and needs. Loyalty programs are an easy way to do this. You can analyze and track purchase behaviors and in return for their data, give them rewards for being a loyal customer.

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