Benefit Cosmetics picks The Loyalty People for customer drive


Customer loyalty expert The Loyalty People has announced its appointment by Benefit Cosmetics to conduct a full strategic review of the pioneering beauty brand’s loyalty programme, as it looks to assess its consumer proposition in 2020. 

The new contract will see The Loyalty People’s founder Pete Howroyd and strategy director Sheila Power work with Benefit’s in-house CRM and insights team in the UK to identify the loyalty opportunity amongst Benefit customers and shape the future success of the brand’s loyalty programme. 

Their remit will include research and customer insight analysis, beauty industry benchmarking, and a new strategy which they will use to pilot and implement a loyalty proposition globally. 

Howroyd has directed and grown some of industry’s best known loyalty programmes in fashion and luxury retail on the client side. He said: “We are thrilled to have been appointed to work with the team at Benefit, which is one of the beauty industry’s true pioneers and a business that we all admire. It’s a brand that is loved by customers and has delivered some exceptional customer experiences, so we are very excited to be joining the team to support this next phase in their customer journey.”

The Loyalty People was founded in 2018 by former Harvey Nichols head of digital, CRM and international marketing, Howroyd. The business allows clients to access a global network of loyalty specialists and create a bespoke team of experts for any loyalty project, providing the highest levels of insight and expertise in-house – from strategy to implementation and delivery. 

Howroyd added: “Retail is going through a period of huge disruption and brands must innovate every aspect of their business to survive. Success today means a relentless focus on the customer and their experience, but we are seeing loyalty lagging behind, with many companies still relying on old discount-led loyalty programmes that are no longer fit for purpose. Our team of global experts has the experience and known-how to help brands rebuild and reconnect with customers using new loyalty models that deliver.”