What: Sephora has introduced gamification into its loyalty programme, with 30% of its 46 million members now engaging in interactive shopping experiences.

Why it is important: The success of gamification in Sephora’s programme highlights the need for retailers to create immersive, interactive experiences to maintain customer loyalty.

Sephora’s loyalty programme has undergone a significant transformation, with nearly a third of its 46 million members now participating in gamified shopping experiences. By integrating games into the shopping journey, Sephora has successfully increased engagement, encouraging members to interact more frequently and meaningfully with the brand. This approach leverages digital innovation and data-driven personalisation, allowing the company to tailor rewards and experiences to individual preferences. The shift towards gamification reflects a broader trend in retail, where brands are moving beyond traditional points-based systems to offer more dynamic and emotionally resonant loyalty programs. As consumer expectations evolve, retailers are compelled to adopt strategies that foster deeper connections and sustained engagement. Sephora’s success demonstrates that interactive, experiential elements can drive both customer satisfaction and long-term loyalty, setting a new standard for the industry. The case underscores the importance of continuous innovation in loyalty programmes to remain competitive in a rapidly changing retail landscape.

IADS Notes: In May 2025, Drapers detailed Selfridges’ evolution toward gamified, data-driven loyalty programs featuring AI-powered personalisation and experiential rewards. Inside Retail, also in May 2025, explored how luxury department stores are combining digital innovation with high-touch service to deepen engagement. Fashion Network, in May 2025, discussed the industry-wide shift toward community-building and immersive loyalty experiences, while its November 2025 report highlighted a decline in traditional shopper loyalty and the increasing necessity for innovative engagement strategies.

Why 30% of Sephora’s 46 million loyalty members now play games to shop