To gain a robust understanding of the dynamics of customer loyalty programs, unlocking what consumers need and expect from Briscoes and Rebel Sport in order to further develop an impactful and effective program that inspires loyalty and increases revenue.
The Insights Exchange Approach
Two online communities were set up for both Briscoes and Rebel Sport with participants recruited via customer online newsletters, ensuring a good mix of males, females and representation from both the North and South Islands of New Zealand.
Community participants received five different topic questions spread over eight days and were encouraged to provide feedback each day, interacting with a moderator who probed for further insights and information to all questions. The qualitative findings were presented to the client within a full report and presentation highlighting key recommendations and clear learnings for the business.
Key findings included: