loyalty in beauty
TRANSCRIPT
Loyalty In Beauty
A research study to explore how
women use beauty, web and
mobile loyalty programs.
About Our Study
The goal of this research is to gain information about how women use beauty online beauty programs in order to inform updates to Allergan’s Brilliant Distinctions, an online loyalty program for Allergan products and treatments.
THIS RESEARCH
WAS CONDUCTED
WITH 150 USERS
WHO ARE:
Female
30-60 years old
Currently enrolled
in the BD loyalty
program
Annual
household income
of $50K +
At least some
discretionary
income
KeyFindings
The most powerful loyalty programs focus
on the consumer rather than the
product. LOYALTY REWARDS
LOYALTYPROGRAMS
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
People &Products
Bottom Line? Consumers connect with programs they feel understand them as individuals.
I like feeling like I’m getting rewarded for things I already need to buy or use.
Yet… most women are reactive when
it comes to staying engaged with
loyalty programs.
Most stay engaged through emails and
newsletters and less than half actively
check the status of their points/rewards, which means beauty loyalty programs are
not top of mind.
Interaction is Reactive
Receive emails/newsletter
Visit the website
Check status ofpoints rewards
Download App
Search for info
Other
76%
51%
47%
14%
12%
4%
Make itEasy
TO TRACK POINTS:Make it easy to calculate points
Minimize effort for consumers (don’t require a special card, app, code)
Send reminders of point statusand expiration dates
TO EARN POINTS: Multiple ways to earn points (alternate retailers, writing reviews, etc.)
Opportunities to earndouble points
Across industries,
women want a loyalty program
that is EASY...
TO USE POINTS:Points that don’t expire
Points that can be used on awide range of items
Points that quickly translateto real rewards
Don’tComplicate
The Details
TO MAINTAIN:Make it easy to calculate points
Minimize effort for consumers (don’t require a special card, app, code)
Send reminders of point statusand expiration dates
TO JOIN:
Too many steps/forms
to complete
Annual fees or an associated cost of membership
Complicated processes, tracking
points and restrictions detract from the value of loyalty programs so
women do not wantit difficult.
TO USE:
Requires too many points
to earn reward
Restrictions on rewards
Too many action steps to be able to access and use points
DiscountsDrive Loyalty
Offer more specialoffers and coupons
Make itpersonalized to me
Make it easierto track my points
Make it easier to find specificproducts that I am looking for
Make itinteractive
Make it more userfriendly/easier to browse
72%
41%
34%
21%
15%
14%
My favorite program offers coupons and free products regularly. It’s a good incentive program.
Though only 20% of women in our study say a beauty program is their favorite loyalty program, access to discounts drives participation.
Although most of the women in our study do
not regularly view beauty websites, nearly as many
users visit via mobile as they do via laptop
which emphasizes the importance of mobile in
loyalty app development
Plan For Mobile
First
64% Mobile Devices
& Tablets68%
Laptops
Other websites include:
Avon, Beauty.com, Estee Lauder
Sephora
Regularly A Few Times Never
Ulta Brilliant
Distinctions
Birchbox Smashbox Other
25%9% 4%
2% 1%
41%
40%
76%
13% 14%
42%
34%
51%
20%
85% 85%
58%
So,whois the
Brilliant Distinctions
User?
21%
37%
42%
30-39
40-49
50-60
30% 41%
18% 7%
4%
More than 6 months ago
3-6 months ago
1-2 months ago
Less than a month but
Within the past week
Botox UserProducts Used
(Website Users n=106)
Botox Cosmetic: 95%Juvederm: 41%
Latisse: 32%SkinMedica: 18%
MatureAge (Avg. 46.8)
(Website Users n=106)
Occasional Visitor
Last Time Used Site
(Website Users n=106)
SOMEWHAT SATISFIED
WITH BRILLIANT DISTINCTIONSatisfaction with
Brilliant Distinction website:
6%
26%
51%
13%
4%
Extremelysatisfied
VerySatisfied
Satisfied
Somewhat
Not At All
REASONS FOR VISITING BRILLIANT DISTICTION’S
WEBSITE:
To check my Brilliant Distinctions points balance
To print my coupon for my next treatment/purchase
To look at the Brilliant Distinctions mall
To look for information on Allergan products
To find a doctor
Other
73%
31%
6%
3%
2%
4%
So,whois the
Brilliant Distinctions
User?
How do they feel about Brilliant
Distinction?
WISHLIST
Physician practices ratings based on
patients’ experiences
Ability to schedule your doctor’s appt.
through the Brilliant Distinction
Website so you can access your doctor’s
schedule online
BIGGEST
FRUSTRATIONS
Don’t like points expiring/time limitation
Difficult to use the points that I’ve earned
MoveMR is a research firm that specializes in mobile market research, research that moves with people as they are in the moment and journeying through their life. We are always looking for exciting new clients to work with. Get in touch with us below.
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