Framing and definition of the evolution of the mobile application for loyalty program members
Context
Against the backdrop of a loyalty program overhaul, our client is looking to redefine the positioning of the brand's mobile application for members.
To date, the application does not offer a specific interface for loyalty program members, even though they are the main visitors.
Objective
Determine the marketing promise and key functionalities to be developed on the mobile application
VERTONE contribution
- Diagnosis of existing usage and vision of the application's role (interviews with various business units, analysis of program and application reporting).
- Conducted a qualitative study on the use of retailer apps in the form of an online forum with 200 loyalty program members.
- Definition and classification of objectives according to level of customer debt, business challenges and level of specificity of application / loyalty program
- Identification of 4 potential positioning scenarios for the app
- Identification of 80 potential functionalities for the app, including a minimum level of debt to be met on the app to make it competitive, and nearly 40 differentiating functionalities.
- Anchoring a scenario to give the application a role, with a recommended implementation roadmap.
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