Our client, a luxury retailer identified the need to evolve and part of the strategy involved designing a community-based, membership loyalty programme.

The challenge was to enhance customer relationships with a proposition that suited the brand, reflecting the strength and tradition of their brand values.

A programme of qualitative and quantitative research was designed to understand and answer the following:

• To build a full picture of CX across the entire customer journey

• To understand desires and preferences by customer segment and value

• To create the optimum membership scheme based on appeal and uptake

• Using the membership programme to increase customer spend

• Confidently take the proposition forward

• A desirability hierarchy of features as a framework for the optimum proposition design

• Set the price point

• Name the proposition

• Shape membership by customer segment

• Create an online CX roadmap

• Design comms to attract future shopper segments