(As our services were white-labelled for this project, client and partner names have been omitted.)
The client, a leading retail brand, was facing a significant challenge with incoming legislation that would affect their advertising activity. To adapt to the new landscape, they sought to develop a robust first-party data strategy and loyalty programme that would drive customer preference and engagement at key shopping moments.
Working in partnership with a specialist strategy consultancy and established shopper marketing agency, Subvert Studio were engaged to provide digital product leadership for the transformation. The primary objective was to create an effective strategy that would not only enable the end client to build first-party customer data but also help develop a long-term loyalty programme. Importantly, due to the nature of the incoming legislation, the progamme would also require a strategy to drive preference without increasing overall consumption in the category.
Following an all-agency kick-off to define roles and align stakeholders, we led a vision workshop to bring the brand and agency partners together, and conducted in depth category research to identify best-in-class examples. Coupled with a detailed review of the client's consumer and retailer data, the process enabled us to create detailed customer profiles, map out consumer journeys, and assess the brand's appetite for innovation.
With alignment on CRM objectives and KPIs, we moved into defining a value proposition and customer acquisition plan for the programme.
The team designed an engagement and loyalty approach that fostered long-term customer relationships, and built brand preference over increased consumption. Subvert Studio also led partnership and rewards research, along with mapping the future-state customer journey and communications plan to nurture customer loyalty.
To ensure effectiveness, the team defined a test-and-learn plan, as well as a measurement framework that would allow the client to continually optimise the loyalty programme. This laid the groundwork for long-term success through a structured ROI-based roadmap and continuous improvement plan.
Finally, we worked closely with design and creative teams to translate the strategy into tangible creative assets and comms templates. This included developing campaign concepts, UX and CX design, and web, email, and social content. The incentivisation model was finalised to boost participation, and all creative elements were rolled out consistently across channels. Key partners were engaged to ensure the technical and commercial integration of the program, setting the stage for a smooth launch.
The client now has a clear and actionable strategy, backed by thorough research, best practices, and value modeling. This comprehensive plan will enable the brand to effectively gather first-party data and build a loyalty program that drives customer engagement and purchase preference.
The strategy and roadmap developed by Subvert Studio and its partners can now be handed over to the production team for implementation, providing a future-proof and engaging solution in compliance with incoming regulations.
