Recently, Lancôme has announced their Elite Rewards program, which rewards customers for purchasing their products like most loyalty programs, but also rewards them for social media use.
Sharing their Lancome experience on social media actually earns customers more points in the program than making a purchase. Consumers earn points when they share a product on Facebook, Twitter, or Instagram, connect with the brand on any of those channels, watch video tutorials online, or check into events on Foursquare.
Lancome has started the shift of utilizing customers as brand ambassadors and placing more importance on a share than a purchase in this program.
Will other loyalty programs follow?