A Need for Streamlined Channels & Consolidated Incentives
Members of this organization’s former loyalty program weren’t engaging. In fact, at the beginning of the year, members had a lower average transaction value (ATV) than non-members.
The abundance of free items on offer was a notable issue. Nearly everything was rewarded with a free donut—from anniversaries to referrals to repeat purchases. Customers had little incentive to spend more or engage with the brand outside of their normal shopping habits.
Additionally, awards could only be earned or redeemed at the brand’s stores, even though for many loyal members the nearest and most convenient purchase channel was their local supermarket.
The retailer needed to implement a new loyalty strategy, with more channels, greater personalization, and fewer freebies, and a new technology platform to support it.
Implementing a Personalized Multi-Channel Program
The brand partnered with us to revamp the loyalty program into a points-based system. The program used points, which customers could earn on purchases at all stores, in supermarkets, online and at some local service stations.
In the first phase of re-platforming, our teams intentionally focused on points, mechanics and integration across offline and online channels.
Alongside the program relaunch, they also upgraded their ecommerce platform and mobile app. We seamlessly integrated the new platforms as well as the existing POS provider.
Using APIs from our customer loyalty and engagement platform data for each member (including their points balance and available awards) was displayed within each channel, creating a consistent experience.
Our client services team helped with management of the retailer’s marketing communications, using email as the primary channel to promote the latest offers, new flavors, and program benefits, as well as providing transactional emails related to the loyalty program. Using customer data, including previous purchases, emails were tailored to key customer segments.
The organization is already seeing key metrics trending in the right direction. With this success, the teams are adding a machine learning service to optimize marketing communications and deliver targeted aware recommendations.