Project Overview
I led a strategic initiative to transform the company’s Customer Club into a powerful retention engine. Facing a low retention rate and fragmented member insights, we conducted a holistic analysis of loyalty programs, member behavior, and market trends—culminating in a data-driven revamp that increased engagement and lifetime value.
Why This Project?
High Churn, Low Retention: Majority of customers were one-time buyers, increasing acquisition costs.
Siloed Data: Member preferences and behaviors were scattered across departments, missing growth opportunities.
Untapped Potential: Loyalty rewards were generic, not aligned with what truly motivated members.
Competitive Gap: Rivals in the travel sector (e.g., airlines, hotels) had superior loyalty programs.
Key Pain Points:
✔ No unified view of Customer Club performance or member satisfaction.
✔ Rewards lacked personalization, reducing repeat purchases.
✔ No empirical benchmarking against industry leaders.
✔ No unified view of Customer Club performance or member satisfaction.
✔ Rewards lacked personalization, reducing repeat purchases.
✔ No empirical benchmarking against industry leaders.
The Solution: A Data-Driven Loyalty Overhaul
1. Holistic Research Framework
We answered 4 Key Research Questions (RQs) to guide our strategy:
RQ1: Market loyalty programs?
RQ2: How does PLUS differ?
RQ3: Current PLUS profitability?
RQ4: Who are our members?
2. Strategic Actions
Personalized Rewards: Introduced dynamic tiering (e.g., bonus points for high-value actions).
Gamification: Added milestone badges and limited-time challenges.
Predictive ML Model: Forecasted member churn to trigger targeted retention offers.
Cross-Department Collaboration: Aligned marketing, product, and customer service on retention KPIs.
Results & Impact
✅ 18% Increase in Retention (within 6 months).
✅ 12% Higher CLV (Customer Lifetime Value) via optimized rewards.
✅ 40% More Engagement with gamified challenges.
✅ Data-Backed Loyalty Blueprint: Scalable framework for future iterations.
✅ 12% Higher CLV (Customer Lifetime Value) via optimized rewards.
✅ 40% More Engagement with gamified challenges.
✅ Data-Backed Loyalty Blueprint: Scalable framework for future iterations.
Explore my RFM Analysis Project for deeper customer segmentation insights.
