Did you hear a few weeks ago that Sephora sent out targeted e-mails to inactive accounts and non-buyers to get 30% off an entire purchase? Yup! 30% off! Three zero! Thirty! People, I have been shopping Sephora for over twenty years now and never in all my time have I saved 30% off an entire purchase. I was shopping the Friends and Family Sale before it was an actually event or a thing! And I’ve only ever saved 20% off.
Edit: Thanks to Jill for clearing up that it was 30% Off $100 purchases!
Both Ulta and Sephora have started targeting accounts that they feel aren’t actively buying with higher incentives or more incentives lately. I noticed last year during the Holidays that Ulta kept pushing 20% off to accounts that weren’t part of the Rewards program. Sephora was also doing the same. If they noticed you didn’t buy something during the original Rewards Event Sale they proceeded to extend the offer to you again. I know for a fact that they were sending 20% off to inactive accounts because my sister got an offer.
The uproar was real though when they sent out 30% non-buyers. I mean, dude, how are you going to give accounts that aren’t spending anything money a better reward than ones that do spend money? It feels unfair. I can appreciate they want to regain consumers they may have lost but give them a dollar reward or 10-15% off at best! 30% seems insane since that isn’t an offer that has ever been sent out to Rouge Members who do spend major money at Sephora.
How do you feel about Beauty Rewards and Incentives going out to non-buyers or inactive accounts? Or even higher percentages and dollar amounts off than Reward Members?
I have to admit I do get a little disappointed and upset at this. Like I said I do appreciate they want to lure back customers but don’t do so by pissing off your main customer base!