Oct 29, 2026

A Loyalty Card Is Not Loyalty

In cosmetics and perfume retail, collecting customer data is getting easier, but truly knowing the customer is still hard. Taking a phone number, giving points or sending an SMS every week does not create loyalty on its own.

Marketing

CRM

Loyalty

Insight

Loyalty is not the customer being registered in the system; it is the customer choosing you again at their next purchase.

As much as which scents a customer prefers, it matters when they buy, whether they choose the product for themselves or as a gift, at which price level they decide and which products they use together. The value of data lies not in the campaign list, but in being able to read these behaviours correctly.

Analysis

Brands that use CRM only as a channel for announcing discounts teach their customers to wait for deals. A good customer relationship system instead offers the consumer the right service at the right time: a replenishment reminder, a usage tip, the right complementary product, a gift for a special day or a personal invitation to discover something new.

The indicators to watch in this area are not the number of members, but repeat purchase, customer retention, purchase frequency, customer lifetime value and the true incremental contribution generated by communication.

Customer service specialist responding to live chat with a headset

Hand making a quick payment with a phone in a perfume boutique

Hands giving a perfume gift box with a ribbon

A Loyalty Card Is Not Loyalty

In cosmetics and perfume retail, collecting customer data is getting easier, but truly knowing the customer is still hard. Taking a phone number, giving points or sending an SMS every week does not create loyalty on its own.

Marketing

CRM

Loyalty

Insight

Loyalty is not the customer being registered in the system; it is the customer choosing you again at their next purchase.

As much as which scents a customer prefers, it matters when they buy, whether they choose the product for themselves or as a gift, at which price level they decide and which products they use together. The value of data lies not in the campaign list, but in being able to read these behaviours correctly.

Analysis

Brands that use CRM only as a channel for announcing discounts teach their customers to wait for deals. A good customer relationship system instead offers the consumer the right service at the right time: a replenishment reminder, a usage tip, the right complementary product, a gift for a special day or a personal invitation to discover something new.

The indicators to watch in this area are not the number of members, but repeat purchase, customer retention, purchase frequency, customer lifetime value and the true incremental contribution generated by communication.

A Loyalty Card Is Not Loyalty

In cosmetics and perfume retail, collecting customer data is getting easier, but truly knowing the customer is still hard. Taking a phone number, giving points or sending an SMS every week does not create loyalty on its own.

Marketing

CRM

Loyalty

Insight

Loyalty is not the customer being registered in the system; it is the customer choosing you again at their next purchase.

As much as which scents a customer prefers, it matters when they buy, whether they choose the product for themselves or as a gift, at which price level they decide and which products they use together. The value of data lies not in the campaign list, but in being able to read these behaviours correctly.

Analysis

Brands that use CRM only as a channel for announcing discounts teach their customers to wait for deals. A good customer relationship system instead offers the consumer the right service at the right time: a replenishment reminder, a usage tip, the right complementary product, a gift for a special day or a personal invitation to discover something new.

The indicators to watch in this area are not the number of members, but repeat purchase, customer retention, purchase frequency, customer lifetime value and the true incremental contribution generated by communication.

A Loyalty Card Is Not Loyalty

Related reading

A Loyalty Card Is Not Loyalty

Related reading

A Loyalty Card Is Not Loyalty

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