Transforming Customer Loyalty Programs in Retail with a Unified Member Experience
This retail client operates an international chain of convenience stores and gas stations.
Industry: Retail & Ecommerce
Empowered
a unified framework
Pinpointed
service provision gaps
Dismantled
barriers between teams
Challenge
When this retail client wanted to create exciting new experiences for members of its new loyalty program and subscription services, it needed help. Despite having innovative solutions, the client was introducing and executing subscription services in a disjointed fashion across its organization.
Solution
The client aimed to enhance global team alignment for seamless, cross-functional, human-centered experiences, boosting program adoption. To unify loyalty and subscription services for members, Concentrix was engaged to create service blueprints for four distinct initiatives:
- Mobile Wallet: Signing up for Mobile Wallet
- Curated Experiences: How personalization comes to life
- One Account: How loyalty lives in the broader retail ecosystem
- Loyalty Value Transformation: How different personas get more value from the loyalty program over time.
To ensure the right focus on priorities while collaborating across teams, we crafted blueprints to guide our efforts towards three main goals:
- Starting with the customer, not the technology, to understand the purpose behind our creations.
- Uniting various teams within the retailer for a seamless customer journey.
- Boosting customer and member engagement, thereby driving additional revenue.
Working closely with internal stakeholders, we visualized the future of the loyalty program, emphasizing sustainable and scalable solutions with a clear grasp of the necessary technology needed to make this happen. Together, we conducted an in-depth review of the existing processes, capabilities, and technologies that were available to support members.
We then designed member journeys that leveraged existing personas and captured key “moments that matter” in the retail experience. For example:
| Persona | Details | Needs | Journey |
| Working Parent | A brand loyal convenience shopper who looks for somewhere on their way to work to grab a coffee. |
| Frequent Purchaser ⇩ Subscription Program ⇩ Loyalty Engagement ⇩ Easy Pay |
| Mobile Professional | An on-the-go professional who is often driving around to meet with clients and is frequently stopping for food, drinks, and fuel. |
| Infrequent Purchaser ⇩ Easy Pay ⇩ Loyalty Engagement |
With the personas in place, we then developed member journeys based on those personas, capturing crucial touchpoints in the retail experience. Utilizing established service design techniques, we mapped out the connections and dependencies among various service elements—encompassing people, processes, and technologies essential for a seamless experience. This visualization detailed both business and customer actions alongside the supporting technologies.
Lastly, we crafted a persona-centered value transformation map, outlining a strategic path towards enhancing value for both the member and the client.
“Working closely with internal stakeholders, we visualized the future of the loyalty program, emphasizing sustainable and scalable solutions with a clear grasp of the necessary technology needed to make this happen.”
Outcomes
The service blueprints served as a cross-collaborative tool for the client’s projects, introducing a fresh methodology adopted by the loyalty team. This approach is now utilized to visually represent the individuals, procedures, and technologies involved in the client’s upcoming initiatives. We empowered the client to work within a unified framework, clearly pinpointing service provision gaps, and dismantling barriers between teams essential for delivering exceptional experiences.
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