Loyalty Program

Loyal Program

Start from Apr 2024

As the project owner of the loyalty program at WNP, I was responsible for various aspects of the project until just before its launch.

As the project owner of the loyalty program at WNP, I was involved until just before the program's launch. My duties included conducting market research, designing and planning the program's mechanics, and developing the pricing strategy. I created offers and promotions, and established the logic for membership tier upgrades and acquisition plans.

I also managed the production timeline, resources, design, UI/UX, go-to-market strategy, digital advertising, content development, communication channels, user acceptance testing (UAT), and the terms and conditions.

Designed by Kaman Tse.

The challenge was to design a loyalty program that effectively encourages repeat purchases and customer retention while differentiating itself from competitors. This required developing a system that offers immediate discounts, incentivizes higher spending, and provides a seamless user experience across multiple channels.

To address these challenges, I devised and executed several key strategies for Whiskers n Paws:

1. Differentiation from Competitors:
Unlike point-based systems, Paws Reward offers immediate discounts, allowing customers to enjoy benefits right away. This approach encourages higher spending as members strive to reach higher tiers for greater discounts, without the need to redeem points for items they may not need.

2. Design and Discount Logic: The loyalty program was structured with three membership tiers—Bronze, Silver, and Gold—each offering increasing levels of discounts. This tiered approach incentivizes members to spend more to reach higher levels and unlock additional privileges. The discount logic was carefully crafted to ensure immediate benefits for members, encouraging repeat purchases without the need for point redemption.

3. Membership Upgrade Mechanisms: Clear and straightforward mechanisms were established for members to upgrade their tiers based on their spending. This includes welcome perks for new members and tier upgrade incentives to motivate continuous engagement and higher spending.

4. Communication Flows: Effective communication strategies were developed for EDM (Email Direct Marketing), WhatsApp, and customer service. These channels were used to inform members about their benefits, upcoming promotions, and tier upgrade opportunities, ensuring consistent and engaging communication.

5. Landing Page Design: The landing page was designed to provide a seamless experience both before and after login. It includes detailed information about the loyalty program, membership benefits, and easy access to account management features. The design is visually appealing and user-friendly, encouraging members to explore and engage with the program.

6. Programming and Integration: The technical aspects of the loyalty program were meticulously programmed to ensure smooth operation and integration with existing systems. This includes real-time discount application, membership tracking, and automated communication flows.

7. Go-to-Market Strategy: A comprehensive go-to-market strategy was developed, including digital ads and offline promotions. Digital ads targeted potential members online, while offline promotions in the retail store, café, and grooming services encouraged in-person engagement and sign-ups.

Through these strategies, Paws Reward aims to create a loyal customer base, enhance repeat purchasing behavior, and drive business growth for Whiskers n Paws.