Facebook tests program that lets users link brand loyalty accounts to earn, see rewards in the app

Facebook confirmed Friday that it is testing a new program that allows users to easily view their points and rewards from brands within the Facebook app. Sephora will begin piloting the new program in the U.S. next week, a spokesperson from Facebook said.

Here’s what it looks like:

As shown in the screenshot sequence above, users will be able to connect their rewards accounts (in this case, Sephora Insider) to their Facebook account. After linking, Sephora will be able to serve personalized offers that highlight the user’s perk status directly in the newsfeed.

Why we care

It’s Facebook’s first major ad product focused on loyalty. Brands can reach customers who have already shopped with them to surface personalized information – like points or rewards – in a relatively frictionless way. In addition to targeting actively loyal members, brands can re-engage with past customers using dynamic, personalized ads and organic promotions as part of the program.

It’s worth noting that a user must consent to Facebook’s data policy when linking an account – an action that might put some users on edge given Facebook’s reputation with data handling. Brands considering the program should revisit their own policies to ensure data passing through the platform complies with privacy regulations.

More on the news

• Sephora is one of a handful of businesses that will begin testing the new product via Facebook campaigns early next week.
• Currently, there is no set date on when the program will roll out more broadly. Facebook said it’s using this pilot to evaluate the long-term value for brands and advertisers.