TECHNOLOGY

Beauty retailer creates multifaceted loyalty program

BY Dan Berthiaume

Kiehl’s Canada rewards loyal customers for behavior, as well as purchases.

The Montreal-based cosmetics retailer, a subsidiary of L’Oreal Group, operates 22 stores across Canada and an e-commerce site. When Kiehl’s Canada decided to offer a loyalty program that would improve the customer experience, it selected retail consultant and e-commerce integrator OSF Commerce, based on previous work OSF had done with L’Oreal.

After performing a deep analysis of Kiehl’s existing technologies and systems, OSF developed and implemented a customer rewards program that included integration of the Merkle LoyaltyPlus lifecycle marketing suite. The Merkle platform helps Kiehl’s track customer behavior, retrieve purchase history, and segment the customer database in order to enhance and personalize all consumer interactions.

Kiehl’s customers can now join the brand’s loyalty program and collect points for purchasing products, as well as interacting with Kiehl’s on social media. As a result, Kiehl’s can connect with clients on a deeper level, reward returning customers, and encourage repeat visits with a variety of gifts and services. In the long run, Kiehl’s hopes this tailor-made rewards program will boost Kiehl’s customer engagement, improve customer retention rates, and increase average cart value.

“By engaging OSF for this project, we ensured that our requirements and business needs have been treated with clear-cut precision,” said Alexandre Ratté, GM at Kiehl’s Canada. “We’re excited to build stronger relationships with our customers through this new loyalty program.”

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