In our Loyalty360 weekly roundup, we will highlight a few of our Brand Members, their fantastic work, and their dedication to customer loyalty and customer experience.
These stories are just a quick snapshot of what these brands have accomplished, as their companies, programs, and strategies represent some of the best that the customer loyalty industry has accomplished.
See below for updates for this week’s Loyalty360 member weekly roundup, including highlights from Sephora, Accor, and Food Lion.
Sephora Evolves its Customer Loyalty Program
Last week, Sephora started offering the next evolution of its Beauty Insider loyalty program, which included several new additions and enhancements, with a focus on customers' long-term loyalty.
"Our goal is to create a multi-faceted and well-rounded program to cater to the changing needs of our clients. We know they want more ways to save and even more access to things like products, brand founders, services, and one-of-a-kind experiences that are unique to Sephora," said Allegra Stanley Krishnan, Vice President and General Manager of Loyalty at Sephora. "We also know rewards that provide greater emotional and memorable experiences are the most meaningful for our clients, and we want to continue to deliver personalized experiences where our clients can choose what works best for their needs. The emotional component of loyalty is a vital driver of our loyalty program and what really matters most to our clients."
Program changes include new ways for customers to save in-store and online, including free shipping, discount and point multiplier events, more access to samples, and unique experiences, such as meet and greets and first access to products.
Accor Seeks to "Reignite the Love of Travel"
Accor has recently started reopening some of its locations that closed temporarily due to COVID-19 as restrictions are easing across some parts of the world. The brand expects the demand for travel to increase and additional locations to reopen over the coming months. As the brand looks forward to reconnecting with customers, Accor Live Limitless (ALL), the daily lifestyle companion that integrates rewards, services, and experiences throughout the Accor portfolio of brands, has announced a new global campaign: Reignite the Love of Travel.
Steven Taylor, Accor CMO said, "During the lockdown periods everywhere, we have been surprised to see so many people on social media sharing their craving for travel with such uplifting humor and creativity: it was heart-warming for us to see that they were missing us as much as we were missing them."
As a part of the campaign, travelers are invited to share their travel dreams and inspirations, which will be combined to create a montage-style inspirational travel film from ALL. The campaign is set to launch in key markets worldwide throughout the summer.
Food Lion To Go Pickup and Delivery Customers Have New Ways to Save
Food Lion has announced customers that use Food Lion To Go for grocery pickup or delivery are now able to use digital coupons and redeem their "Shop and Earn" MVP rewards program member savings. Customers can also see their accumulated Shop and Earn savings at the checkout screen.
"We know our neighbors are counting on us more than ever to help them nourish their families and save even more," said Deborah Sabo, senior vice president of Marketing at Food Lion, in a statement on the brand's website. "Whether in-store or bringing the store to our customers digitally, we're focused on ensuring our customers have access to the freshest groceries at affordable prices, how and when they want them. By fully integrating Shop & Earn and digital coupons into Food Lion To Go, it's now easier for our customers to save even more while nourishing their families."
Since Food Lion's Shop & Earn MVP rewards program launched in February 2018, MVP customers have saved more than $58 million through the program on top of their usual MVP savings.
This new integration marks the latest growth of the industry-leading Shop & Earn program. In April, Food Lion announced that Food Lion MVP Rewards customers were now able to donate their Shop & Earn MVP rewards to the Food Lion Feeds Charitable Foundation, whose mission is to mitigate hunger in the towns and cities Food Lion serves.