Project Overview

Working with multiple stakeholders across the business, we reviewed existing customer behaviour, business process and channel practices. The resulting omnichannel framework defines digital channels' role in an agile environment and embeds customer-centricity into the rewards program customer experience.

Customer objective

Deliver more value to all members through connected, seamless, mobile-first rewards program experiences.

Business Objective

Bring into focus a single view of customer and commerce experience of the Everyday Rewards loyalty program channels that delivers on the program strategy and business goals.

Woolworths (Everyday Rewards)

Everyday Rewards believes that everyone should enjoy a little more everyday. Yet what that means to members across product, brand and shopping in the competitive retail landscape is shifting, reinforcing the value of loyalty programs like Everyday Rewards that retain and reward Woolworths and partner members with more value.


Retail, FMCG, Loyalty

Company size:

1,500+ employees, part of the larger ASX listed Woolworths Group 225,000+ employees

Collaborated with T&H:

2021 - ongoing

Everyday Rewards omnichannel strategy framework

We brought together the respective squads of product owners, performance optimisation analysts, experience managers, customer analytics and marketing managers to tear down the programs digital touchpoints against customer experiences and behaviours on and offline. 

Utilising the market-leading AI and decision engine capabilities of WooliesX, we developed a channel positioning strategy that balanced member preferences and behaviours with the practicalities of a mixed bricks-and-mortar and digital business. The resulting strategy was deeply rooted in the customer lifecycle framework work we undertook in tandem. 

The process included in-depth sessions with product, customer behaviour and research squads, and a digital channel audit. The resulting omnichannel framework covered channel repositioning and digital channel journey optimisation.

Everyday Rewards omnichannel strategy

Everyday Rewards now has a consistent framework and lexicon for their program channels which increases their agility internally as a team to deliver on customer expectations and business objectives. The omnichannel strategy has given them the ability to evolve and generate seamless lifecycle experiences for members, as well as a horizon plan for how to grow the rewards ecosystem while unleashing the value trapped between the intersection of poorly coordinated channels.


The team has been instrumental in supporting us on our journey as we evolved and refined our customer lifecycle framework and omnichannel strategy. Their expertise in customer-centric lifecycle design and knowledge of loyalty has helped us drive deep member engagement and their ongoing strategic insight continues to provide valuable support to us as a business. 

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