Disrupting the market with a leading, gamified loyalty experience
T&H CX > Our Work > SEO Case Studies > Disrupting the market with a leading, gamified loyalty experience
Project Overview
Tortoise & Hare partnered with Endeavour Group and ALH Group to push the boundaries of traditional loyalty by disrupting the market with a leading, gamified loyalty experience.
We were engaged for the program design and strategy for an innovative, app-based loyalty program. Focused on rewarding and recognising in and out-of-venue behaviour, the program leverages gamification to enhance the customer experience and drive emotional connections.
Customer Objective
Business Objective
Driving increased patronage, spend and loyalty across the ALH venue-network.
Endeavour Group & ALH Group
The Endeavour Group is Australia's largest retail drinks network under the Dan Murphy's and BWS brands. They also run the country's largest portfolio of licensed hotels under the ALH brand.
Industry:
Hospitality
Company size:
20,000+
Collaborated with T&H:
2022-2024
T&H Services:
Approach
This project primarily focused on the strategic development of ALH's new loyalty proposition. Leveraging best-in-class loyalty fundamentals, overlaid with key business and customer insights, a number of key proposition territories were identified and strategically stress-tested.
Key to these propositions was the use of gamification to ensure always-on activation and enhance the customer experience to drive emotional loyalty across multiple customer segments.
We then tested these proposition territories via quantitative research to better understand customer preference, engagement and behaviour.
Tortoise & Hare also supported Endeavour and ALH to operationalise the program through detailed design of key program elements, development of T&Cs, UX and launch planning.
Results
A trusted partner to Australia’s leading customer-obsessed brands
Analysis & Opinion
Lead nurturing isn't as sexy as lead generation but just as important
Lead generation isn't always the answer to business growth. Lead nurturing is a long play that ensures sales leads success.
T&H Insights & Predictions
Five digital insights that will shape your content strategy
Brands that are looking to effectively communicate with their most valuable customers should refresh their content strategy with these insights in mind.
Analysis & Opinion
You Need Direct Response Marketing
Real business growth is predicated on your brand’s ability to drive action at every point in the customer journey. Here’s how direct response marketing can help
