CLIENT SUCCESS STORY
Leveraging data insights to design a tailor-made loyalty program that maximizes value generation from segment migration
Our work for a leading Champagne maison
Trigger
- A leading Champagne Maison committed to strengthen its customer engagement strategy to counter a context of premiumization and evolving prices.
- The volume distribution is heavily dependant on specialized boutiques and top individual buyers, creating a risk and dependency on a few actors.
Action
BENCHMARK TO DETERMINE POSITIONING
How to strengthen brand preference and increase revenue?
Learning: limited number of visible loyalty programs in the industry. Given the opportunity: being a disruptor in D2C programmes.
How to strengthen brand preference and increase revenue?
Learning: limited number of visible loyalty programs in the industry. Given the opportunity: being a disruptor in D2C programmes.
DATABASE ANALYSIS AND INSIGHTS GENERATION
First time buyers represent highest proportion of clients.
The database is heterogeneous with a majority of prospects, and very diverse client typologies (experiences or bottles, revenues, habits and motivations).
The loyalty program needs to satisfy all profiles through smart personalization.
First time buyers represent highest proportion of clients.
The database is heterogeneous with a majority of prospects, and very diverse client typologies (experiences or bottles, revenues, habits and motivations).
The loyalty program needs to satisfy all profiles through smart personalization.
CREATE INSPIRING AND VALUE GENERATION PROGRAM
Inventing, co-building, and challenging a loyalty program, with the goals to connect more and better with direct consumers.
Focusing on conversion and upsell opportunities: tiers that reflect & reward customers according to their past and current engagement.
Developing the tiers based system (join & earn parameters).
Co-creating the rewards system and burning parameters.
Simulating and testing the economic impact based on an evolution of the pricing structure.
Inventing, co-building, and challenging a loyalty program, with the goals to connect more and better with direct consumers.
Focusing on conversion and upsell opportunities: tiers that reflect & reward customers according to their past and current engagement.
Developing the tiers based system (join & earn parameters).
Co-creating the rewards system and burning parameters.
Simulating and testing the economic impact based on an evolution of the pricing structure.
Deliverable
- Program concept validated by top management for roll out: fulfill D2C ambitions, engagement needs, and revenue maximization ambitions for each segment.
Impact
30
%
of price distortion between distributors, value rather than volume orientation, capping of the discount percentage per segment.
4
visible statuses for a simple, effective program feeding D2C ambitions.
