Latest / The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers
How a Beauty Brand Uses Tiered Loyalty to Triple Repeat Rate
In this episode of The Retention Marketing Podcast, Lucas and Luna explore how a mid-size beauty brand, Glow Theory, redesigned its loyalty program around tiered status to boost repeat purchase rate from 18 percent to 54 percent in under a year. They break down the mechanics: why 'surprise and delight' upgrades to higher tiers work better than points alone, how the brand used SMS to notify customers of tier advancements, and the specific data point that drove the change — only 12 percent of customers were engaging with the old flat-points program. Lucas explains the psychology of…
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