Sephora has announced the launch of a membership-based two-day shipping program called “Flash.” For $10 annually, customers in the Continental U.S. and Puerto Rico can opt for unlimited two-day delivery, with no minimum purchase, or overnight delivery for $5.95, compared to its usual $16.95 overnight charge.
In a pilot program, Sephora found that Flash subscribers spent twice as much as their comparable non-Flash counterparts. VIB Rouge customers — those that spent $1,000 or more each year — get their Flash memberships for free.
The retailer also announced the opening of an Innovation Lab in San Francisco to develop and test technologies, as well as a series of tech programs. It’s expanding its in-store beacons program to all locations, and has developed a makeup app that helps customers learn contouring for their own face shape.
Sephora shook up cosmetics retail when it arrived in the U.S. from France more than 15 years ago by sweeping away the controlled, compartmentalized department-store counter experience with a more democratic display of high-end cosmetics. The company’s Innovation Lab and push into in-store tech like beacons shows it’s determined to keep customers’ attention.
The push into membership-based delivery could solidify Sephora’s customer base, widening the competitive space between sort-of competitor Ulta as well as the likes of Amazon.