One of the smartest things Sephora has done is that we created a robust loyalty program. I think it was 2007. We created the Beauty Insider program and we made it compelling for our clients to tell who she is at every touch point. We make it easy for her to identify herself by either showing a card or logging in. So we’re able to follow all of her behavior and then turn it around and make it relevant for her.

One of the ways that we made it compelling is because she gets something back. If she tells us that she has dry skin then the product that she’s going to receive in an email will have that attribute. 80 percent of our transactions run through our loyalty program. It’s very, very strong. The amount of information that we have that she wants us to have is because it makes her experience more relevant. We’ve made it a win-win.

Christina Badal