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 Loyalty Program, as well as the key objectives, functional specifications, and user flows for the mobile app, to ensure consistency between the Program and its digital implementation, and to align all internal and external stakeholders prior to its operational rollout.
Our approach: designing career paths in collaboration with the business teams
The process took place in three stages:
- Analysis and structuring of requirements: defining the objectives and key principles of the Customer Relationship Program and the mobile app; listing and structuring the user journeys to be developed (loyalty, app, CRM, etc.)
- Co-creation of target customer journeys: mapping the stages of the macro-customer journey; facilitating more than 10 co-creation workshops to define and refine the target customer journeys with business teams, as well as the application’s functional specifications with the digital service provider (key principles, detailed schematics, identification of impacts to be addressed)
- Decision-making and drafting of summary deliverables for deployment: formalizing key deliverables outlining the selected user flows, as well as a summary presentation document for the Marketing & Communications department; and validating the wireframes and mockups for the application
Results
- More than 15 customer journeys validated by the various business units, covering the entire customer lifecycle within the Customer Relationship Program (including the application) and ensuring their operational feasibility
- Defining the key features of the mobile app and mapping out developments over the next three years
- 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 one million times in two weeks
