Welcome to our June Edition of the Gildre Founder Newsletter. Each edition is crafted for ambitious founders building bold companies. We distill what matters—emerging founder trends, real-world tactics, and sharp insights from Gildre’s private community. No fluff, just the tools and thinking you need to move faster, lead better, and scale smarter.

Let’s dive in.

Invitation to join Gildre’s Executive Workshop: From Startup to $2.5B Exit - Divvy Founder Alex Bean’s Journey

Join us for an intimate conversation on Thursday, June 26th with Alex Bean, who co-founded Divvy and scaled it to a remarkable $2.5 billion acquisition by BILL. In this exclusive Gildre workshop, Alex will share the raw, unfiltered story of building a fintech unicorn along with actionable best practices: and what comes after achieving the "ultimate" entrepreneurial dream.

RSVP for the event here: https://lu.ma/jvwikm5b

This month we’re highlighting customer retention and brand loyalty.

Everyone talks about getting new customers, but let's focus on keeping the ones we have and making sure they're happy, which is what really grows a business. We'll look at how brands like Sephora do it well. They don't just give out points; they make shopping an experience so people want to come back.

Whether you're leading a startup or scaling an established brand, you'll find actionable insights to help you turn transactions into relationships, and customers into champions.

Sephora really nails customer retention. They personalize everything, use digital tools well, and create brands people connect with emotionally, turning shoppers into fans. They're focused on making customers happy, not just selling. Smart brands blend tech, psychology, and loyalty perks to stay on top and become a must-have for customers.
Here's a breakdown of how Sephora drives customer retention through a smart mix of loyalty, personalization, and community

💎 1. Beauty Insider Loyalty Program
Sephora’s flagship retention engine.

• Three-tier system: Insider (free), VIB, and Rouge — the more you spend, the more you get.

• Point-based rewards: Earn points per dollar spent, redeemable for products or experiences.

• Exclusive perks: Early access to sales, birthday gifts, beauty classes, and product previews.

Impact: Encourages ongoing purchases to reach and maintain higher status levels — gamifying loyalty.

 🎯 2. Hyper-Personalized Experiences
Sephora invests heavily in personalization, online and offline.

• Product recommendations based on purchase history, browsing, and skin profile.

• Email and app notifications are customized for behavior, preferences, and past interactions.

• Quizzes and diagnostics (e.g., “Find Your Foundation Shade”) create tailored product suggestions.

Impact: Makes customers feel understood and keeps them coming back for recommendations that feel made just for them

Sephora connects digital and physical experiences smoothly.

• Buy online, pick up in store (BOPIS) or same-day delivery via app.

• Mobile app tracks purchases, points, and delivers mobile-exclusive offers.

• In-store tablets and tools let customers try virtual looks or get help from staff using data from their online profile.

Impact: A seamless experience boosts convenience, which is key to retention.

🌟 4. Community & Content
Sephora isn’t just a store — it’s a beauty destination.

• Beauty Insider Community: A platform for users to share looks, reviews, routines, and advice.

• UGC (User-Generated Content): Features real customers wearing products on product pages.

• Tutorials, classes, and events both in-store and online deepen brand involvement.

Impact: Builds a sense of belonging and brand affinity beyond transactions.

📈 5. Data + AI-Driven Recommendations
Sephora uses advanced analytics and machine learning to refine its retention strategy.

• Predictive modeling to recommend new products and anticipate churn.

• Dynamic emails that adapt based on user behavior in real-time.

• Customer lifetime value (CLV) tracking to prioritize high-value segments with special offers.

Impact: Retention becomes proactive, not reactive — Sephora reaches you before you drift. How are you applying this to your own users & customers?

Key Indicators Recap

Remember isn’t about just metrics — it’s a reflection of how deeply your brand connects, serves, and evolves with your customers. As Sephora shows us, successful retention strategies go beyond discounts and rewards. They’re built on trust, consistency, and value at every touchpoint.

Whether you're scaling a startup or refining an established brand, the question isn’t just how do we get more customers? — it’s how do we keep the right ones coming back, again and again?

Here’s a helpful brand template from one of our partners at BRANDThink to get you started.

Startups are lonely — but not here.
Every week, Gildre’s founders drop real wins, tough lessons, and resources you won’t find anywhere else.
Join the crew that's building smarter, together.

If you’re interested in learning more about the Gildre Community you can schedule a conversation with Managing Partner, Taiga Gamell here.

Cheers,
Eliana