Adore Beauty Loyalty Program
Understanding the true incremental value of loyalty and identifying opportunities to drive greater customer and revenue outcomes.
At a glance
Understand the true performance and incremental value of the loyalty program.
Loyalty analytics · Cohort analysis · Incrementality · Reward analysis · Customer research
+156% member growth
+138% lift in reward redemption
Loyalty members accounted for 81% of total revenue in FY26 post the re-launch, up from 70% in the prior period
The challenge
Adore Beauty is a leading beauty retailer across Australia & New Zealand. Following the launch of its loyalty program in March 2021, the business wanted to undertake a deep review of the program to understand its performance and identify opportunities to further drive loyalty and revenue.
Customr was engaged to establish a baseline of performance metrics before and after launch and determine the true incremental impact of the program.
Our approach
Working closely with Adore Beauty’s Loyalty and BI teams, Customr analysed:
- Retention before and after loyalty
- New and existing members vs non-members
- Reward redemption
- Tier performance
- Customer sentiment and expectations
Cohort analysis was used to track behaviour over 24 months, providing a more accurate view of retention, revenue incrementality, seasonality and reward engagement than traditional point-in-time reporting.
What we uncovered
The analysis identified opportunities to increase the revenue impact of loyalty, improve member value and optimise reward performance.
By combining quantitative analysis with customer feedback, Customr was able to identify opportunities across program construct, reward expiry periods, minimum spends, communication channels, member benefits and acquisition.
The outcome
+156% member growth. +138% lift in reward redemption.
The findings became the foundation for the revamp and relaunch of Adore Beauty’s loyalty program, Adore Rewards.
A crawl, walk, run roadmap was developed to balance quick-win improvements with longer-term opportunities, giving the business a clear path to further optimise the program.
Real projects. Real outcomes.
The data was there. The systems weren't talking to each other.
Customr rebuilt the data and technology foundations for Viktoria & Woods, unlocking personalisation, better customer visibility, and a more connected experience across online and in-store.
From our clients
Here’s what they shared about their experience working with our team.
“Working with Customr feels less like engaging consultants and more like having an extension of our own team. They have contributed meaningfully to the strategic direction of our loyalty program, while also rolling up their sleeves to help deliver it. Their ability to balance long-term vision with day-to-day execution has been instrumental in progressing our loyalty goals.”
“Customr has worked with GRB for three years as a true extension of our eCommerce and CRM team, shaping our CRM strategy, automation flows, segmentation and eDM mapping, and driving how our Loyalty Program plugs into Emarsys and our ERP. They are genuine CRM experts: experienced, practical and proactive in working towards our business goals.”
“Customr have been an invaluable partner in helping us get behind the hood of our CRM platform. Their expertise across omnichannel optimisation, tracking and reporting frameworks has given us far greater clarity and confidence in how we use CRM to drive commercial outcomes in a way that aligns with our brand and customer expectations. The team is genuinely invested in long-term success and operates as a true extension of our internal team.”
“Customr took the time to deeply understand our systems, structure and ways of working, uncovering valuable member insights through a data-led approach. Their work provided a clear roadmap for both immediate improvements and long-term growth, and they rolled up their sleeves to help execute key initiatives, bringing a truly collaborative approach throughout.”
