Loyalty Experience Design
Beauty Retailer and Mobility Brand
Leading customer-focused loyalty strategy development and execution.
Major Australian Beauty Retailer
How might we reimagine one of Australia’s most-loved rewards program into something even more delightful, generous and imaginative?
Explore it
To drive the redevelopment of the program, we conducted extensive qualitative research, stakeholder engagement and qualitative analysis of the current member base to uncover unmet needs, exemplar references and value drivers.
A large-scale logistic regression project uncovered the key predictors of loyalty and repurchase, and what the most important behaviours to incentivise would be.
Dream it
Working with over 50 stakeholders and frontline employees from across the organisation, we developed ideas for the future of the program.
Through a series of SLT workshops, we generated and prioritised hundreds of ideas for the future of the loyalty program around key themes.
The top ideas informed a comprehensive 3-year business model, showing the effects of each reward and benefit on member growth and spend.
land it
The product of the product and program strategy stream was a three-phase roadmap for delivery, focusing on delivering foundational capability first through an upgraded Loyalty Management System.
Offering more personalised and delightful rewards was a technical and operational challenge, so a future state architecture and operational map was also develop to uncover specific requirements for delivery.
Customer Journey
End-to-end customer and operational journey for execution.
Leading Mobility Brand
How might we create a mobility membership program that inspires brand loyalty and helps customers move like never before?
RESEARCH AND TESTING
To develop a meaningful membership program that inspires the 1m+ current customers in the brand’s current loyalty program, we conducted three rounds of research:
Exploratory: Discovering the characteristics of programs that truly drive loyalty
Validation: Key concepts were tested in scenario-based qualitative research
Quantitative: We used Kano to formally prioritise membership features by desirability
CVP and vision Development
Once the loyalty drivers and future concepts were uncovered, we engaged broadly with the organisation to create the key value drivers for membership and align on an overall CVP.
The future state vision of membership illustrated how customers would progress through the automotive to mobility lifecycle, and how it is progressively more rewarding and personalised over time, and included a brand and marketing strategy to engage prospective members across channels.
Membership portal development
Following the approval of the CVP, we created a new membership portal to integrate the “known” experience across digital touchpoint.
This portal includes features like adding & managing your vehicle, accessing personalised rewards based on your interests, behaviour and preferences, and adding vehicles and other services to your wishlist.