Loyalty isn’t built on points.
It’s built on personalization.
Too many brands still believe that handing out discounts will keep customers coming back. But discounts only buy the next transaction, they don’t create emotional loyalty, and they rarely guarantee the next ten.
The brands that win long-term loyalty are those that make customers feel understood. And few do this better than Sephora.
The Sephora insider advantage
Sephora’s Beauty Insider program is one of the most powerful examples of CRM + AI done right.
It doesn’t just log what you buy; it learns who you are:
– Your skin type
– Your favorite shades
– Your seasonal habits
– The brands you’re most loyal to
This data doesn’t sit in a silo. It powers personalized experiences across every touchpoint:
– Online: You see product recommendations that match your profile.
– In-store: Beauty Advisors pull up your history to give tailored advice.
– Email: You don’t just get promotions; you get skincare routines designed specifically for you.
The AI Layer: Anticipating Needs
The real magic is in the AI. It predicts what you’ll need before you even think to ask:
– A replenishment reminder when your moisturizer is running low.
– A new lipstick recommendation the moment your favorite brand releases a shade in your color family.
– A gentle nudge into a new category that people like you love, but you’ve never tried.
This isn’t guesswork. It’s data + AI + CRM working together to make every customer feel like one in a million, not one of a million.
Why it works
The result? Customers don’t just feel marketed to. They feel understood.
That’s the difference. Insider members:
– Spend more.
– Return more often.
– Engage more deeply with Sephora than almost any other beauty retailer.
Because it’s not about buying makeup. It’s about belonging to an experience that feels tailor-made.
The Lesson for brands
CRM shouldn’t just send communications.
It should orchestrate experiences so personal that customers can’t imagine leaving.
That’s how you turn data into belonging. And belonging into loyalty.
