Benefit Cosmetics UK has put customers at the centre of its first heart-filled loyalty program, Benefit Loves!
The customer-centric app, created in partnership with Antavo, is a free to join reward programme where members can earn “hearts” with rewards for a variety of actions such as shopping at Benefit boutiques or making online purchases. They will also earn rewards for non-transactional actions such as opening the app, referring a friend, or booking a beauty service.
In exchange for hearts, bespoke rewards are available, including free products, mini treatments, and beauty masterclasses, as well as access to VIP events, exclusive previews, and early access to sales. Benefit Loves is built with customers in mind, making shopping accessible for all and providing an easily on-the-go treatment booking system. Customers get a bespoke and completely personalised experience so they can select the beauty products they are interested in and have the chance to enter regular competitions and win prizes.
“We felt an instant connection with Benefit cosmetics, as we both believe that meaningful and lasting experiences are the key to making customers happy and most importantly, loyal. We feel well placed to be the engine behind Benefit Loves, a loyalty program that focuses on brand love in all of its aspects.” – Zsuzsa Kecsmar, Chief Strategy Officer at Antavo.
The programme has launched to Benefit’s online customers and instore at the 6 Benefit-owned UK stores, with plans to potentially extend the scheme in the future. The Benefit Loves app provides a new channel for new and existing customers to interact and discover Benefit in the palm of their hands. Boosting customer satisfaction and connecting with our customers, by rewarding them with every interaction and engagement within the app. The tailored experiences help connect us with our customer’s bespoke shopping habits and improve loyalty rewards.
Sarah Harbon, General Manager, Benefit Cosmetics UK & IRE said: “Benefit was built on the belief that beauty should be fun and make everybody feel good, creating a beauty community for all. This is why we wanted a platform provider like Antavo that was flexible and enabled plenty of exclusive and engaging features for everyone. With their help, every interaction for our program members invites them to have fun and inject bursts of joy.”
