Conclusions

Heavily target existing Rouge members in the 29 - 31 with personalized reminder text messages and e-mails to ensure they're regularly ordering the high-priced beauty essentials. 

Give Insider reward members more reward options, experiences, and customized discounts to help boost them to VIB level membership. 

Invest in an online influencer marketing initiative to drive online-only deals as those who purchase online tend to spend more than in-store. Sephora can invest in "Online Only Limited Time Bundle Offers and Discounts" to give customers a further incentive to spend more money online. 

Daily offerings for free glam or facials to non-members. 

Host celebrity makeup artist and influencer in-store meet-and-greets to increase foot traffic and introduce the loyalty program to new non-members, further generating sales. 

Expand retail footprint to include store-within-a-store format dedicated to male grooming in order to diversify the consumer base. Within, offer popular men's brands like Harry's or Crew as well as a "Sephora Men" product line, creating a "one-stop-shop" for male grooming.  

To assist with abandonment rate, use a pop-up digital ad with a free shipping code to motivate the user to finalize their sale.