Context
At the client’s request, Vertone conducted a quantitative analysis of its business and customer value to help senior management better understand the drivers of value and identify opportunities for business growth. This analysis highlighted the brand’s growth drivers and the need for the company to optimize the allocation of its generosity.
Based on these findings, the retailer decided to launch a loyalty program to sustain its strong growth, optimize the distribution of its rewards, and better reward its most loyal customers.
Objectives
As part of this launch, we had several objectives:
- Develop a program that is fully aligned with the identified value drivers, namely: increasing purchase frequency and expanding the product mix
- Develop a program that is consistent with the brand platform
- Building a Sustainable Business Model
- Achieve a better distribution/optimization of incentives to better retain high-value customers over the long term
- Enrich customer data to provide a more personalized customer experience
- Build internal buy-in and commitment to the project by maintaining close coordination with the eight contributing teams and developing an appropriate communication plan
Our approach: to support you throughout the project to ensure its success
1/. Design of the Target Loyalty Program
- Benchmark of Competitors' Loyalty Programs
- Definition of the program mechanics (earn/burn) and key guidelines (accessibility, display, rewarded behaviors, customer segmentation, etc.)
- Identifying the Program's Key Benefits
- Modeling the associated 3-year business plan
2/. Impact Study
- Mapping the risks associated with the project and identifying actionable measures to contain and mitigate those risks
- Assessment of macro-level impacts, prerequisites, and major implementation initiatives, including the identification of actions to be taken
3/. Assistance with project implementation
- Overall management of the project and its various work streams
- Defining the Go-To-Market Strategy
- Definition of IT Requirements
- Defining customer journeys across various contact channels
- Definition of the Associated CRM Strategy
- Defining the Performance Measurement Strategy
- Developing an Internal and External Communication Plan
- Defining a Foreign Exchange Strategy
- Creation of Materials and Content
- Assistance with documenting the requested changes
Team engagement and motivation: a key factor in the project’s success
To ensure the project’s success, it was essential to involve all stakeholders throughout the entire design process. We therefore provided updates on the project’s progress at every stage and included the teams—particularly the field teams—in the decision-making process.
This process allowed us to roll out a loyalty program tailored to the realities and constraints on the ground in less than a year!
Results
- Launch of the loyalty program in less than a year: no delays and no bugs identified
- Improving Customer Identification at the Register
- Increase in the average order value of loyal customers
To find out more, contact our team
