How to leverage loyalty programs

Loyalty programmes have contributed significantly towards customer retention. Loyalty programmes are successful only when the data is analysed effectively. NRI partnered with a consumer goods player whose loyalty programme was assessed and solutions to strengthen the same were delivered.

The Objectives

Help the client understand impact and effectiveness of their loyalty programs in building customer engagement & increasing retention
Analyze customer data to generate insights on potential avenues to upgrade marketing activities, such as opportunities for cross-sell / up-sell

Solution Delivered

Analytical modelling on customer & campaign data

Data engineering descriptive analysis of the data across different countries to understand inflow and outflow across the members.

Segmentation modelling on customers to identify segment-wise characteristics of purchase behavior with/without campaigns.

KPI design and visual analytics

Design KPIs that helped monitor customer behavior during campaigns

Visualization of customer inflow/outflow trends to tailor communication strategies and loyalty extension in order to optimize impact on retention and marketing

The Impact Created

With the comprehensive analysis, NRI was able to identify targeted campaigns for customers based on attributes and purchasing trends which in turn helped the business with customizing communication strategies to individual customer segments. This had a positive impact on the effectiveness of their marketing campaign. Along with this, NRI also assessed the growth and exit patterns after membership, giving deeper understanding of the signs of churn and loyal customers in advance.