Loyalty strategy development including; design and build of new programs and the evaluation and enhancement of existing propositions
Ellipsis’ Loyalty Design begins with best practice research, benchmarking, and customer data analysis. Program constructs are refined, through to a preferred design, concluding with robust financial modelling and documentation of business requirements.
Analysis, grouping and profiling of customers into value-based segments inform loyalty, lifecycle and targeted marketing strategies
Ellipsis’ Customer Segmentation incorporates deep analysis of multi-year customer data to gather insights, identify trends, and develop rich data-driven personas.
Our Animal Pharmaceutical client ran a rewards program for vet practitioners, however the time consuming process to earn rewards points resulted in member dissatisfaction. Ellipsis conducted detailed research into global and local benchmark programs, and interviewed both internal stakeholders and customers to ascertain the optimum features for the new program.
Various program concepts were then developed for discussion and feedback, with the preferred structure being a new rebate program, where rebates were awarded should customers reach personalised growth targets.
Ellipsis conducted a detailed analysis of the customer data, and program targets were set using a combination of customer tiering and profiling, historical sales analysis, and product-level analysis.
Throughout the project, Ellipsis worked closely with the client’s marketing, finance and IT teams to ensure that the new program design would be appealing to customers, financially viable for the business, and easy to implement.
