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