C[IQ] was retained by Bare Escentuals (whose main product line is Bare Minerals) to help catalyze CRM and loyalty – strategy and implementation. This was a multi-year, onsite assignment, requiring cross functional orchestration across the entire company.

Approach

  • • Developed Bare Escentuals CRM strategy and associated tactics across customer groups;

    • Led the development of a loyalty program vision that complemented the brand’s personality and customer service standards including the customer experience, rewards / recognition, implementation and reporting requirements;

    • Developed retail POS, website and customer integration requirements;

    • Defined the customer marketing platform strategy, requirements, and design to support Bare Escentuals CRM and loyalty vision;

    • Led the technology business requirements documentation and RFP processes to support the implementation of the Brand’s FAB™ (Friends and Benefits) Loyalty Program;

    • Designed program launch strategy strategy and member acquisition / activation plans;

    • Crafted metrics to track program impact;

    • Managed technology and program implementations.

  • The omni-channel CRM strategy and associated loyalty program launched on time and on budget. Over 1 million Members registered in the first 90-days. The program delivered a 43% increase in annual spend for Members who were prior buyers during its first year and 500 bps increase in year-over-year customer retention.

  • CRM and loyalty done right require a holistic approach from conception to implementation. The investment and journey are well worth the cycles.

Work Product

BE_HolisticBsuinessStrategy.png
BE_360View.png
BE_CustomerLifestages.png
BE_CustomerExpereinces.jpg
BE_CaseStudy_Launch.png
BE_ConceptualDataModel.png

Sarah Veit Wallis
Chief Operating Officer
Minted 

“PJ is a knowledgeable and adept data-driven marketing expert. She came to us at Bare Escentuals to lay the foundation for CRM, loyalty, personalization, and customer-centricity. She added a ton of knowledge to the organization and myself, which I personally have brought to many subsequent professional situations. Her passion for enabling an organization to truly be customer-centric as well as her ability to think big picture strategically, while also being able to be in the details to support project success, were invaluable.”

Previous

National Geographic
Next

Patagonia