Fresh Food Friends
How we helped Woolworths turn a $300M rewards program into a $1B+ one.
In 2015, loyalty program Everyday Rewards (then Woolworths Rewards) was losing ground in popularity to their arch-rival Coles’ program Flybuys. The business took the decision to re-name the program and bring its development in-house, with the goal of re-building it from scratch.
The Challenge
Woolworths knew that when it comes to grocery rewards, the new standard was hyper-personalisation. Opening an email of offers should be like opening your own fridge in terms of relevance, to engender the levels of customer engagement needed to corner the grocery loyalty market.
Our Approach
We focused on loyalty fundamentals: driving sign-ups and creating devoted members through a five-step approach. We architected automation with Salesforce, developed sophisticated digital asset management for hyper-personalisation, transformed customer experience across all channels, embedded specialists within Woolworths' teams to normalise Martech practices, and placed key personnel in accountability roles until outcomes were achieved.
Deliverables
Customer Data & Loyalty Platform
Martech Architecture
Marketing Operations & Agile Transformation
Retail Media Infrastructure
You name it, we did it - CDP, DAM, CMS, MRM, MA and more
Woolworths Loyalty Members now total
10.9 Million.
Everyday Rewards Program is now worth in excess of
$1 Billion.
“More personalised engagement with customers led to the increase in Rewards customer loyalty program members.”
Brad Banducci — CEO Woolworths