How-to-build-it: Team Tarte
A step-by-step guide on how to create a similar a program like Team Tarte from Tarte Cosmetics using Spaaza tools
“How-to-build-it” is a series of new series of blog posts where we look at loyalty and incentive programs we like and explain how you can recreate the same or similar program using Spaaza’s tools. In this first post of the series we’re looking at the Team Tarte program from Tarte Cosmetics.
About Team Tarte
Tarte Cosmetics, is a cosmetics company that is particularly popular among Millenials. They run a rewards program called Team Tarte, which is carefully designed to match their target group and their general brand experience.
Team Tarte rewards customers with points for purchases, but they also leverage the popularity of social media to incentivise members to share and interact with Tarte Cosmetics. By doing this, they receive in-depth customer data and get valuable feedback.
The Incentives
Below you can find more information about how you can set up a program like Team Tarte with Spaaza”. We’ve broken the program down by incentive or reward and then explained what campaign or campaigns can be used to replicate the same experience. The campaigns described below can all be set up using Spaaza Console, our app for creating and managing your customer incentives.
Creating a tier system
Team Tarte works on a three tiers basis: Tier 1 “Startelette” (0–1,499 points), tier 2 “Varsity” (1,500–2,999 points) and tier 3 “Mvt” (3,000+ points). Next to the basic benefits all levels enjoy, members in higher tiers receive more free goodies and more opportunities to earn points.
→ Spaaza has powerful loyalty level tools that can be used to replicate the same tier rules as Team Tarte. Talk to a member of our team to get your levels setup. Once levels have been activated you then will need to create and save a segment based on that loyalty level (for example with the rule “loyalty level is Startelette”). Once a segment has been created you can then create specific incentive campaigns that only apply to that tier/segment.
Sign up reward
Team Tarte gives members 100 points when they create an account.
→ To provide a similar reward use Spaaza’s “Sign up” campaign with a points contribution as reward. This reward is available to all customers so no segment targeting is required.
Login rewards
A Team Tarte member will receive every week 5 points for a weekly log-in into their Tarte member account.
→ A similar incentive can be achieved using Spaaza’s “Login” campaign where customers receive a specified reward the first time they log into their account.
Rewarding purchases
Depending on product size, members earn 50 points for the purchase of each mini-size item and 100 points for each full-size item they order.
→ To replicate a similar incentive use two Spaaza’s “Spend and Earn” campaigns, one for high-value and the other for low-value items. With this campaign type you can assign a set of products which will cause the reward to be issued. Assign low value items to the one campaign and high value items to the other.
→ Team Tarte gives bonus points for every purchase made around the member’s birthday. To replicate this you could create 12 different customer segments (segmenting customers based on their birthday month) and set up “Spend and Earn” campaigns for each birthday month segment.
Rewarding filled customer profiles
Every user who completes their “Beauty profile” in their account gets rewarded with 50 points from Team Tarte.
→ Spaaza provides you with a “Profile Completion” campaign. Once customers have filled in the profile data required by the campaign they will earn the reward.
Need to add an additional profile field to the campaign? Talk to a member of our team.
Rewarding brand interactions
Team Tarte members earn points for the following activities:
- opening emails (10 points)
- following embedded links in emails (10 points)
- writing a product review on website (20 points)
- requesting more information about a product (10 points)
- helping other members’ with their questions via social media (20 points)
- taking quizzes and surveys (10 points each)
- exploring suggested web links (10 points)
→ If you want to reward your customers for similar activities use Spaaza’s “Interaction” campaigns. You would need to establish a campaign for each of the interactions described above.
Interaction campaigns are triggered through Spaaza’s API. Your developers can make a simple API request to notify Spaaza when the events above occur and Spaaza will then make sure that the reward is issued correctly.
Sending Birthday gifts
Every Team Tarte member receives an exclusive birthday gift every year.
→ You can surprise your customers with free items for their birthday for example with Spaaza’s “Birthday” campaign. If you want to give away products like Tarte Cosmetics, use a “Perk” voucher, which are used for issuing non-monetary/non-discount rewards.
Exchanging points for rewards
In Tartes’s loyalty program members are eligible to trade collected points for exclusive items or discounts for new orders. E.g. 700 points for a travel-edition mascara or 800 points for a 10% discount voucher on an order of your choice.
→ To make collecting points worthwhile for your customers you can integrate Spaaza’s “Exchange” campaign, where your customers get the chance to trade program points for percentage discount, monetary or Perk vouchers.
Incentives for referring others
Team Tarte members recieve 25 points for each new member they’ve referred.
→ You can duplicate this with a “Referral” campaign, where your customers will receive a reward for sharing their referral code with friends, family and social media followers and fans.
To highlight the incentive, Tarte Cosmetics is using only a small “get 15% off” button in the left corner on all webpages (see arrow). This button leads to a refer-a-friend pop-up where customers (they don’t have to be members at that point) are only required to fill in their first name and an email address.
Exclusive offers
On top of their points program Team Tarte has several other benefits for its members, including:
- accessing the members-only sales
- accessing member-exclusive products
- shipping fee benefits
- free samples
- a gift for the anniversary of the membership
→ If you use Spaaza to replicate similar incentives, you can make use of issue vouchers and establish the according rules within the setup of this campaign option.
→ As part of our Personal Pricing module Spaaza has advanced promotion campaigns which can be used to create personalised discounts for customers.
Incentives outside the member-space
When exploring the website, there are constantly playful pop-ups that give you access to discounts, free shipping, etc.
One good example is the spinning wheel pop-up. Customers can “win” different discounts (‘free shipping’ or ‘15% discount’) for their next order. It will be applied to the order during the checkout, if the customer doesn’t leave the session.
→ If you are using Spaaza tools, you can create this by using our “interaction end point” and by adding a small bit amount of code on your side to randomise the reward generated.
Simply with these campaign types a great incentive program like “Team Tarte” can be created. If this inspired you and you want to know more, please, get in touch with us, we’d love to help you creating your own reward program!
