Challenge
1 —
A deep-rooted retailer in many markets worldwide
2 —
Existing loyalty program are heterogenous and more related to “cashback” system than really building loyalty
3 —
A challenge to define a “core model” for a new loyalty program, with a clear USP for the customers and a clear ROI for the brand
The Key Questions
1 —
What are the purchasing behaviour the new program will try to improve (cross-sell, repurchase, higher portfolio share…)?
2 —
What is the unique selling proposition of the new program, the key principles, earn/burn mechanism, rewards…?
3 —
What are the cost and potential ROI to expect?
Approach
1 —
Understand and assess current existing programs
2 —
Define the new promise (USP) of the loyalty program, at both global and local levels
3 —
Design of the program’s components, its rules, principles and business model (costs, changes on purchasing behaviour, ROI)
4 —
Edit a playbook for local implementation of the program
Results
1 —
A new loyalty program ready to be rolled out in many markets after a few months
2 —
A new USP that goes beyond a pure transactional approach of loyalty, creating a stronger engagement with the customers and the brand
3 —
A comprehensive relational plan, differentiated between the different customers’ profile, behavior and needs
At the heart of the subject
Design a detailed and comprehensive business model for the new program makes things more concrete for the implementation phase, helping to identify the key aspects of implementation
