Estée Lauder engages customers with the SCRM program in WeChat

After reaching specific customers and establishing a private domain in WeChat, Estée Lauder developed a social customer relationship management (SCRM) membership program that allows users to collect and burn points. The system combines online and offline sales data—so it does not matter whether customers shop online or offline; they will always get the points.

This CRM WeChat mini-program offers various benefits for customers: membership only, upgrade gifts, customized engraving, birthday privileges. Among these benefits, points redemption is one of the best ways to increase member loyalty. Estée Lauder points can be redeemed for vouchers or full-size products. The items redeemed for Estée Lauder points are different in each time period, and the number of points is different for different products.

Designing gifts or prizes that can attract customer participation is the crucial first step. This can effectively improve customers’ sense of belonging and increase their likelihood of repeat purchases.

Building a membership tier that offers high perceived value and elevates the customer experience are also part of the SCRM strategies of Estée Lauder. The brand divides membership into four tiers, from entry level to the highest tier. Each has its own color system: pink diamond, blue diamond, gold diamond, and black diamond. Each tier has its own points limit and qualifications and comes with a unique offer that matches the value of the membership.

Combined with WeChat, Estée Lauder launches member welfare groups towards its registered members with special incentives. Within the group chat, members receive extra benefits like exclusive rewards, product purchase tips, and limited-time gifts with purchase. This attracts high-value customers and increases their loyalty towards the brand.

From: beautymatter