Tasked to redefine Everyday Rewards' member lifecycle around member needs, wants, and behaviours, Tortoise & Hare, reviewed the lifecycle pillars that underpin a members experience, as well as the value model that delivers on business objectives, to develop a dynamic lifecycle framework.
To get more out of everyday, based on a clear understanding of my needs, wants and behaviours.
Increased customer satisfaction, loyalty and lifetime value.
Everyday Rewards wants their members to enjoy a little more from their groceries, fuel, clothes, liquor and more! Built on customer-centric data and best-in-class loyalty program strategy and executions, they provide customers with a little more value, a little more ease and a little more reward - every day.
Retail, FMCG, Loyalty
1,500+ employees, part of the larger ASX listed Woolworths Group 225,000+ employees
2021 - ongoing
This project was centred around defining three key program elements:
This project was run in parallel with an omnichannel strategy project to curate a personalised, connected and consistent customer experience across channels, which was complementary to the lifecycle marketing work.
Following business endorsement, this strategy was successfully implemented across the Everyday Rewards ecosystem, which was a significant result in and of itself, given the challenges with adopting wholescale changes such as this.
In order to further embed this work, follow up projects have focussed on defining key use cases for implementation, building a complementary test and learn framework, and developing a customer lifecycle masterclass to upskill and engaged the broader team.