Any beauty lover knows that Sephora is the ultimate destination for all things makeup, hair, and skin care. It's the biggest beauty specialty store worldwide, with both its website and brick-and-mortar stores offering hundreds of brands to choose from, including the in-house brand Sephora Collection (which also happens to be the most affordable collection carried). The stocked shelves are enticing, and now the retailer is introducing a credit card program that's intended to increase the benefits of being a loyal customer.
According to a press release, Sephora has partnered with Alliance Data (NYSE: ADS) to introduce its first credit card program, which includes three card options: the Sephora Credit Card, Sephora Visa® Credit Card and Sephora Visa Signature® Credit Card. The exact benefits associated with each of these cards has yet to be announced, but Sephora Visa Signature cardholders will have access to Visa Signature Benefits, such as discount air fare and rental car privileges. It's also important to note that the brand has yet to release any information on what the interest rates and credit limits will be.
“The launch of the Sephora Credit Card exemplifies Sephora’s loyalty philosophy in every sense; it considers all the most-loved aspects of Sephora -- the amazing product, services, experiences and personalization – taking our client experience to the next level through special access, rewards and perks,” said Andrea Zaretsky, Sephora’s Senior Vice President of CRM and Loyalty. “The Sephora Credit Card was the natural next step in our loyalty journey, truly adding even more value that our clients can use not only within our stores, but also in their day-to-day lives.”
The cards will roll out this spring, and will allow customers to earn rewards on top of the benefits of Sephora's existing Beauty Insider Program, which currently includes birthday gifts, seasonal discounts, and redeemable points earned per purchase.
As Zaretsky told WWD, the credit card program is expected to increase customer loyalty while also providing customer data that will allow the company to better anticipate its clients needs and "overdeliver against their expectations." This is a strategic choice for the beauty retailer, considering the recent moves of competitors like Ulta, which has nearly double the stores of Sephora, both mass and prestige appeal, and it's own recently-released credit card program. Then there's Amazon, which just launched its own skin care brand and is working on exclusive partnerships -- all of which can be delivered to your door in two days with Prime.
The beauty space is growing increasingly crowded, but it's clear that Sephora is committed to providing the best customer experience possible. Earlier this year, the beauty supplier announced that customers can now use multiple promo codes when shopping online, when previously, only one was allowed at a time. They've also integrated in-store services and technologies to better engage clients while personalizing product recommendations.
So, if you've ever been on the fence about joining one of Sephora's rewards programs, it seems like now's the time. The credit card program is being offered “in select markets” according to the release, but the program is expected to make its way into all U.S. Sephora stores and Sephora.com soon.