Project Overview

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.

Customer objective

To get more out of everyday, based on a clear understanding of my needs, wants and behaviours.

Business Objective

Increased customer satisfaction, loyalty and lifetime value.

Woolworths (Everyday Rewards)

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

Company size:

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

Collaborated with T&H:

2021 - ongoing

Everyday Rewards customer lifecycle strategy

This project was centred around defining three key program elements: 

  • Redefining Everyday Rewards’ customer lifecycle pillars in a way that best represents the customer experience
  • Defining a value model that represents a customer’s engagement as well as their commercial value 
  • Build a customer engagement framework to allow existing and new customers to drive them up the value chain while recognising their need to move fluidly within the lifecycle. 

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.

Everyday Rewards customer lifecycle strategy and roadmap

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.


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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