Brand Loyalty

Virginia College **We aren't endorsed by this school
Nov 21, 2023
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1 Brand Loyalty Author's Name Departments Name, University Name Course Number: Course Name Month Day, Year
2 Brand Loyalty Peer #1 Sephora, a multinational luxury beauty company, has gained my loyalty over the last several years. My loyalty to the brand has grown stronger over time due to their words and deeds. For instance, Sephora does an excellent job of communicating which brands are clean and cruelty free, which I find very important in selecting products. Sephora also communicates their commitments to inclusivity, environmental health, and quality corporate culture. According to Sephora's website, "Sephora has been recognized by Forbes as one of America's Best Employers four years in a row, from 2018-2021. For three years in a row, from 2019-2021, Sephora scored 100% on the Human Rights Campaign's Corporate Quality Index, the national benchmarking tool on corporate policies and practices pertinent to LGBTQ+ employees." (2019) These elements help Sephora create a great user experience by communicating the good they are doing for the customer and for the community. Sephora also has a tremendous culture within the store as associates are always making recommendations and affirming the quality of the products you are selecting; it is a very welcoming experience. The Customer is Always Right The customer is always right as the customer is the only thing that separates a business from a hobby. A customer can't be convinced that they are not right, so why lose their loyalty over it? Repeat, loyal customers are essential to the health of a business; lost, angry customers are a direct threat to a business. Satisfied customers spread the word about their positive experiences and influence their sphere of friends. I recommend Sephora to everyone as I always find customer service is smooth and the reward system is worth the free enrollment. According
3 to Adam Mendler at Forbes, this is precisely why satisfied customers multiply, "The nice thing about doing right by your customers is that happiness is contagious, and by providing great service, your customer base can grow organically. Not only will your happy customers stay on board and continue to buy from you, but they will help you expand your business by spreading the good word and becoming brand ambassadors." (2019). I recently made an exchange at Sephora when I realized I had picked up the incorrect product on a trip earlier in the week. I did not make this realization until I had opened the product. When I arrived at the store, I informed the cashier that I wanted to make an exchange, but I had opened the product I was attempting to exchange. There were no questions asked and in fact, the cashier thanked me for letting her know I had opened the product. Had this exchange been difficult or I was told I could not make the exchange; I would be less likely to shop Sephora in the future because I could lose money on a product that I may open and dislike. Lead for Loyalty One very powerful principle outlined in Lead for Loyalty by Frederick F. Reichheld is "Reward the Right Results". Sephora executes this very effectively with their free rewards system. As a user shops the store, they accumulate points that are redeemable for cash, donations to charities, or products. Additionally, the membership is built to encourage greater spend. The higher the member, the more benefits they receive including free shipping, early access to products, exclusive discounts, point bonuses, etc. Sephora rewards the customers directly for their patronage and treat the customer as though their return is a foregone conclusion, "so here are some bonus points you can redeem next time". Please respond It's great to hear about your positive experiences with Sephora and how their commitment to values such as inclusivity, environmental health, and quality corporate culture has contributed to
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