Context
In France, 94% of consumers now have a loyalty account in the retail sector (Loyalty Barometer, Brevo x IFOP, 2024). In a market where loyalty cards have become virtually universal, differentiation can no longer rely solely on whether a customer has one; it requires building a richer, more personalized, and consistent customer relationship across all touchpoints.
It was in this context that a food retailer approached Vertone to prepare for the launch of its upcoming customer engagement program, which combines a loyalty program, promotional initiatives, and a mobile app.
Objective
Frame and define the customer journeys for the Customer Relationship Program to align all internal and external stakeholders behind a shared vision of the journey prior to the program’s operational implementation.
Our approach: designing career paths in collaboration with the business teams
The process took place in several stages:
- Analysis of the Objectives and Key Principles of the Relationship Program
- Mapping the Stages of the Macro Customer Journey
- Facilitation of workshops to collaboratively develop detailed roadmaps for each stage of the macro-roadmap (overarching principles, detailed schematization, identification of impacts to be addressed)
- Follow-up workshops with business teams to refine the pathways and identify areas that require further operational exploration
- Preparation of key deliverables outlining the selected customer journeys, as well as a summary presentation document for the Marketing & Communications department
Results
- More than 15 customer journeys validated by the various business units, covering the entire customer lifecycle within the Customer Relationship Program and ensuring their operational feasibility
- Defining the Key Features of the Mobile App
- One year after the framework was established, the Relationship Program was rolled out network-wide in a fully digital format, and the mobile app was downloaded millions of times in just a few weeks
