B2B Loyalty Case Study, B2B Loyalty Platform, B2B Loyalty L'Oreal

B2B Loyalty Program Case Study: L’Oreal

rreed B2B Loyalty, digital rewards programs

SkinCeuticals Rewards B2B Loyalty Platform

Brandmovers built the L’Oreal SkinCeuticals B2B loyalty platform to incentivize and reward its sales channel to sell and connect the brand to approved medical vendors.

Opportunity

Available only through approved dermatologists, SkinCeuticals is L’Oreal’s premiere skincare product line. Brandmovers worked with L’Oreal to develop a first in the category loyalty program specifically targeting this channel, incentivizing dermatologists for the purchase of SkinCeuticals products.

Program objectives

  • Create a closer bond between the brand and frontline sellers of the products.
  • Encourage brand loyalty and engagement.
  • Convert the B2B discount program to a points-based loyalty program.
  • Increase purchases of SkinCeuticals product by greater than 15% annually.

How it Works

The B2B rewards program site serves as a portal for users to track their points balances (calculated based on quarterly spend through an integration with L’Oreal’s SAS system), redeem rewards and engage with the brand on a tiered system based on sales thresholds.  Brandmovers manages a full rewards catalog for the program, which includes both SkinCeuticals products and other premium items (iPads, laptops, etc) useful in the managing of a practice. The system includes a full financial reporting and analytics suite for L’Oreal as well, for tracking program performance and results.

The Results

In the two years since the launch of the program, we have seen over 60% active engagement of qualifying physicians, with an average sales lift of 25% attributable to the loyalty program. The success of this program has encouraged L’Oreal to develop a consumer-facing version of the program, scheduled for launch in Q2 2016.