9 months ago
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At the heart of E.l.f Cosmetics’ e-commerce strategy is its popular loyalty program, Beauty Squad. But even a strong strategy needs to be updated occasionally.
The Beauty Squad has over 4.5 million members, with enrollment growing 30% year-over-year. Loyalty members drive almost 80% of the brand’s sales on ElfCosmetics.com and 95% of the brand’s app transactions. Overall, members have a 166% higher lifetime value than non-members. But as E.l.f. Cosmetics evolves, streamlining its efforts and developments is a focus. In August 2022, the company wanted to combine its team’s disparate capabilities, like personalization and communications, to create a cohesive consumer journey within its own E.l.f. Cosmetics app.
The loyalty program has gone through various iterations since its introduction in 2016. What started off as a rudimentary offering evolved to allow services like scanning store receipts to receive points and redeeming awards for store gift cards. The program is now in what Ekta Chopra, chief digital officer at E.l.f Beauty, called phase five. In this phase, the brand is taking its consumer insights about where and how customers shop, trying to gamify the experience, and offering a more holistic shopping journey that incorporates multiple touch points.
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