Consumer Case Study

Loyalty programme planning for a multi-market consumer brand

A consumer brand wanted to design a loyalty programme that could scale across markets without becoming too complex to launch or manage.

Challenge

The brand had repeat customers but no clear loyalty model, limited first-party data use, and no shared view on what the programme should drive commercially.

Approach

Defined the role of loyalty within the broader customer strategy and retention model.
Designed an earn-burn structure, engagement logic, and reward framework aligned to customer behaviors.
Connected programme mechanics to customer data capture and future CRM activation needs.

Outcomes

Clearer loyalty proposition and programme structure

Stronger alignment between customer value and reward logic

A more realistic launch roadmap across teams and markets

Better readiness for retention-focused CRM execution

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