Endeavour Group Loyalty

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

Making the in-venue experience across all of ALH's 350+ hotels and pubs more rewarding and engaging for customers.

Business Objective

Driving increased patronage, spend and loyalty across the ALH venue-network.

Endeavour Group & ALH Group

ALH Group is part of the Endeavour Group and is responsible for 350+ hotels and pubs across Australia.
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:

Strategy, Design

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.