Creating the most rewarding loyalty program in Australia and New Zealand
Adore Beauty are famously known to have a connected and engaged community of consumers. A loyalty program felt like a natural extension of what they call their ‘beauty democracy’.
CLIENT
Adore Beauty
INDUSTRY
Health & Beauty
SERVICES
Co-Creation & Ideation
Market Segmenting
Brand Positioning Research
Overview
Adore Beauty are famously known to have a connected and engaged community of consumers. A loyalty program felt like a natural extension of what they call their ‘beauty democracy’.
Research was required to assist in developing the program and take a consumer led approach in design.
Adore Beauty had a plethora of incentives that could be added to the proposition. With an opportunity to deploy incentives outside of the buying cycle such as thought leadership and speciality knowledge pieces by industry experts.
The key question was – which of these incentives are going to have the strongest value perceptions for customers? And does this differ by level of engagement with the retailer?
T garage partnered with Adore Beauty on a qualitative inquiry that was conducted entirely online throughout the height of the pandemic in 2020.
Through online forums and interactive activities, we followed consumers throughout their daily lives to understand their regular beauty routines and habits, their perceptions of Adore Beauty vs. competitors, as well as unpacking and building the ideal loyalty program with customers.
Following this, we unpacked the aesthetic design of the program via online focus groups. Bringing to life some of the insights from the qualitative forum, and using it as an engagement mechanism amongst the Adore team – allowing them to login and hear first-hand from customers.
Sign-ups
The Loyalty Program put to market covers benefits from financial to experiential, and will continue to develop and grow to take it deeper to ensure benefits are resonating with customers. Soft launched on March 15th, 2020 – the program had 20,000 sign ups within its first week and has continued to flourish since its launch.
“T garage has been an incredible partner to collaborate to deliver deeper insights into our current and potential customers and shape the final version of Adore Society. The entire process was thorough and detailed and we could feel just as much passion and excitement for the project.”
Australian Loyalty Association Presents – 2021 International Virtual Loyalty Conference – The Future of Loyalty
If you’re interested in developing a loyalty program, or looking at ways to make your existing program more valuable, please get in touch for a chat.
LOYALTY PROGRAMS
If you’re interested in developing a loyalty program, or looking at ways to make your existing program more valuable, please get in touch with Paul.
