CUSTOMER LOYALTY AUDIT

Rediscover your
Loyalty Horizon

Get a structured perspective on all your loyalty opportunities

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TRUSTED BY

Areas of Loyalty Audit

HOLISTIC ANALYSIS OF THE CONDITIONS FOR STARTING A NEW OR IMPROVING YOUR CURRENT LOYALTY PROGRAM

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Organisation readiness  for change

A deeper exploration of the organization, its structure and method of operation, which will enable the development of a solution that takes into account and corresponds to the specificity, real possibilities of the organization and the readiness of the organization to implement loyalty solutions (taking into account the diversity of sales channels, formats of premises or stores, available resources and possibly identifying opportunities and barriers).

Competition benchmark & industry communication best practices

Collection of key mechanisms used in the market. Analysis of benefits and available incentives in accordance with best practices in a given industry. Mapping of exposure level in comparison with trends.5

Consumer behaviours and habits specific to a given industry

Analysis based on the latest market research conducted by the largest agencies and available customer research (NPS, surveys, Exit-pol and others). Searching for potential discrepancies between market trends and customer behavior

Analysis of current brand communication in all channels

Outlining the focus of current communication and the role of the loyalty program in it. Benchmarking the marketing communication of competitors and analyzing the differences resulting from the diverse location of the customer.

Effectiveness of current loyalty activities

In-depth analysis of the effectiveness of current loyalty activities in relation to business goals. Examination of mechanisms from participant registration to the reason for expiration. A comprehensive look at communication at points of sale and across all available media. Identifying best practices used in the markets where the brand operates.

Basic data science - structuring transactional  and communication data

Verification of the availability of sources and the method of obtaining data. Preparation, import and appropriate cleaning of the data set. Preparation of general and advanced purchasing statistics such as share of wallet or KPI of individual channels. Conversion analysis, detection of anomalies and assessment of recruitment potential and much more.

Customer life cycle

Calculation of revenue resulting from conducted communication and its impact on CLV. Assessment of AI/MA usage and future potential. Simulation of communication critical point and how individual changes may affect the customer life cycle in different markets.

RFM Segmentation

Division of consumers into segments, assigning them key features resulting from previous analyses. Definition of differences in the behavior of club members and non-club members. Analysis of the potential for modifying the mechanics of the loyalty program along with modeling the results.

Behavioral segmentation

Behavioral segmentation of customers, analyzing data about their potential on influencing our KPIs. Estimation of recruitment potential and susceptibility to new loyalty program mechanics from the perspective of the chosen segments. Analysis of differences in results between customer markets.

IT infrastructure

Operational work on IT systems. Assessment of the potential for implementation or optimization. Identifying potential risks. Providing recommendations on the technical structure of the loyalty program. Estimation of possible profits and listing of detailed recommendations along with technical documentation.

REPORT

What questions does the opening report address

The summary contains detailed analyses, strategic recommendations and guidelines for specific long-term and short-term actions aimed at optimizing the loyalty strategy and increasing the effectiveness of actions as well as the possibility of their implementation.

Is there any justification (and what) for implementing a new loyalty strategy

Are our current loyalty efforts effectively driving customer retention, acquisition, and increased spending? Are there emerging trends or competitor actions that necessitate  a reevaluation of our loyalty approach?

Should the loyalty program be consistent in all markets, brands, stores, and regions? To what extent, and how to adapt it to local requirements?

While a consistent loyalty program can foster brand recognition, are there cultural, economic, or regulatory factors that necessitate localized elements? How can we balance global consistency with local relevance to ensure the program resonates with diverse customer segments?

What mechanics should the best loyalty program for your case contain?

Should the program focus on points, tiers, gamification elements or any other loyalty practices? What types of rewards (e.g., discounts, exclusive offers, experiences) would be most appealing to our target customers?

What integrations are necessary to make new loyalty strategy work? How should the tool and process set be constructed?

What existing systems (e.g., CRM, POS, marketing automation) need to be integrated to support the loyalty program? How can we streamline processes to ensure seamless customer experiences and efficient management of the program?

Which consumers and to what extent should it be addressed?

Who are our most valuable customers, and how can we tailor the loyalty program to their specific needs and preferences? Should we consider a tiered loyalty program to offer different levels of benefits based on customer engagement and spending?

What KPIs, through what resources should be implemented and which groups should they address?

What key performance indicators (KPIs) will measure the success of the loyalty program, such as customer retention, acquisition, and spending? How can we collect and analyze data to track these KPIs and identify areas for improvement?

METHODOLOGY

How We Work?

STEP 1

Loyalty Domain Discovery & Business Goals

When starting a project, we determine what is most important from the perspective of your organization's goals. We conduct joint workshops to better understand the organization, how it works and to learn about the state of readiness to implement best practice loyalty solutions.

STEP 2

Market mapping and internal data science

Each loyalty project gets a dedicated PM from us who leads the process of collecting and analysing data. We work on both deep transaction data and the specifics of communication on your market. We focus on margins, promotions, traffic at points of sale and on the website, looking holistically at customers' purchasing decisions process.

STEP 3

Report and recommendations preparation

The final report includes guidelines, key recommendations and insights regarding long and short term changes, optimizations and implementations. It is a strategic brief and business model for developing an optimal loyalty program, giving direction to activities and processes as well as tool integration.

STEP 4

Workshop on you loyalty horizon

At the end of the audit, we also conduct strategic workshops where we thoroughly discuss your current horizon regarding loyalty activities. Based on your data we provide an answer to the justification for introducing a loyalty program or its optimization to achieve the best results.

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TESTIMONIALS

What our clients say

10/10

“We take responsibility for the seamless integration by combining our loyalty expertise with technical proficiency. Let us implement a loyalty program that brings business results to your”

Adam Kwiecisz

Loyalty Manager

10/10

I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.

Aneta Pruk

Senior Marketing Manager

Vision Express

9/10

Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.

Paweł Opałko

Digital Director

Lagardère Travel Retail

9/10

We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.

Bartosz Żochowski

Head of Loyalty & CRM

Decathlon

9/10

Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.