A multi-brand retailer with several distinct brands was considering developing a cross-brand loyalty program to capitalize on significant cross shopping behavior, reward current customers and motivate shoppers to increase the share of wallet that these brands represent. Key questions: What are the behaviors, attitudes and satisfaction levels associated with the existing loyalty programs? What is the level of interest in a cross-brand loyalty program? Will a loyalty program attract new prospects to each brand and build franchise loyalty? What cannibalization risks are there? Will a cross-brand loyalty program compromise the integrity of individual brands? What loyalty program elements are essential as the foundation for the prototype loyalty program?
Phase one: Landscape/Needs Assessment
- Explored usage/attitudes toward the current programs and the response to an integrated cross-brand program.
- Deep dives on optimal program needs and potential impact on current behavior and brand perceptions.
Phase Two: Quantitative
A quantitative survey conducted among Current Customers and qualified Prospects measure and validate cross-brand program interest, feature set, anticipated participation and business impact.
Phase Three: Program Development
- Comprehensive prototype loyalty program tested among current members and prospects.