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Developing a customer-led loyalty program

The Challenge

A large entertainment brand was re-designing and re-launching its loyalty program to drive revenue growth, increase member retention, and build deeper engagement. In order for the program to be truly customer-led, strategic insight would be required to inform the re-launch.

Multi-lens Approach

We delivered the largest loyalty research program conducted in Australia, which explored and measured each aspect of the program with all key audiences. We captured consumer insights via social media, online discussion forums and consumer workshops; synthesising this with a large quantitative survey and detailed competitive analysis.

Through this work, we identified the key drivers of success across the program’s architecture, customer journey, and communications strategy. A series of illustrations were used to bring to life the potential opportunity for the program. The research also identified opportunities to implement high-impact changes that could drive revenue growth and engagement in the short-term. 


The outputs were circulated widely within the organisation and were used by the Board to inform final strategic decision making for the loyalty program re-design. The research also provided the foundational knowledge for the creation of a roadmap for the program’s re-launch. 

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Location Details


 Level 9, 401 Collins Street,
Melbourne VIC 3000


  Level 1, 91 Havelock Street,
West Perth WA 6005


  Level 12, 64 York Street
Sydney NSW 2000