Brand loyalty: L’Oréal says Shopee brand membership programme spurs members to spend more

The Shopee Mall Brand Memberships programme was officially launched in conjunction with the 7.7 Great Shopee Sale to help merchants drive more conversion and repeat purchases for brands on the platform.

Like conventional loyalty programmes, Shopee’s allows its merchants to customise their own membership programmes. This includes customising the welcome gift, number of membership tiers, and brand loyalty points awarded for each purchase.

A month before the launch, L’Oréal launched IT Cosmetics on Shopee Premium along with the membership programme.

The firm told CosmeticsDesign-Asia​ that it observed encouraging responses. Most notably, it saw that brand members spent 2.4 times more than non-members on the platform, highlighting the importance of a strong loyalty programme.

“At L’Oréal, we always believe in the power of having a robust customer relationship management programme,” ​said Michelle Chew, South Asia Pacific-Middle East-North Africa Zone, Brand General Manager, L’Oréal Luxe.

She added that customer engagement was especially important for luxury beauty brands.

“Customer engagement is a key essence of luxury beauty, so we're also very excited to offer the IT Cosmetics LOVE IT REWARDS loyalty program to all Shopee users. It enables us to centre our online business upon building relationships that go beyond transactions.”​

Aside from IT Cosmetics, L’Oréal has activated the membership programme on its Biotherm, La Roche Posay and Vichy Shopee stores.

“We have been working closely with Shopee on customising the loyalty journey and experience so Shopee customers can enjoy exclusive loyalty privileges,”​ said Chew.

Tools for sustainable growth

The Shopee Mall Brand Memberships have been rolled out across seven markets: Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the Philippines.

“To support brands in capturing more sustainable growth in the long term, we are constantly expanding our ecosystem and tools on Shopee Mall to support their needs. We want to enable brands to capture more shoppers at every touchpoint and deepen loyalty and trust with customers over time,”​ said Ian Ho, regional managing director, Shopee.

Over 200 brands on Shopee Mall and Shopee Premium across all categories participated in the Grand Launch campaign, with beauty and personal brands making up the majority.

This included Sulwhasoo, Laneige, Elizabeth Arden, innisfree, Etude House, Paula’s Choice, and FOREO.

“We will continue to build on our strong line-up of beauty and personal care brands to cater to different types of shoppers while offering greater variety and value on Shopee Mall and Shopee Premium,”​ said Ho.

Ho added that the firm has plans in the pipeline to progressively roll out new features to enhance the membership programme. This includes creating a more seamless shopping experience for shoppers through omnichannel integration.

“This will allow brands to integrate their offline and online CRM systems and loyalty programmes with Shopee Mall Brand Memberships. Combined with Shopee's ability to provide brands with deeper insights into shopper profiles and preferences, these new features will enable brands to foster deeper and more lasting relationships with customers in the long-term.”​