MarketClub
Designing a new loyalty programme that gives back while customers save.
About
The Warehouse Group (TWG) is the largest retail group operating in New Zealand and is home to The Warehouse, Warehouse Stationery, Torpedo7, and Noel Leeming. Along with their brands, they do a huge amount of good for the community with numerous partnerships to help communities throughout New Zealand flourish.
After multiple research pieces into a new loyalty programme for the group, they engaged Roam Digital to define and build a programme that gives customers exclusive discounts and offers but also gives back to the community.
I led the design of this, working with multiple product teams at TWG as we defined how this programme would manifest across all the customer touch points. This piece of work extended over a year and half and the result was MarketClub, a membership that gives while you save.
My role
— Product design lead
— Workshop facilitation
— User research planning
— User research facilitation
— UX/UI design
Co-facilitating a workshop with the instore and app team.
Mapping out the loyalty experience with the in-store design lead.
A strategy for MVP and the future
For the MVP, the club would launch in TWG's biggest brand, The Warehouse, but we had to consider the multiple brands and how this club would extend out after the initial launch. This was a tight collaboration between technology and design as we had to cater for multiple platforms and codebases. To make this seamless we designed two layers: the retail layer, the brands e-commerce experience with small modules of the club throughout the shopping journey, and the overlay, a web app that overlays the e-commerce experience and allows the customer to access their club offers and information.
Give back education
The idea of giving back to the community as a part of a loyalty programme was a new concept for New Zealanders, so we had to be considered in our approach for explaining this. Through multiple rounds of user testing, we landed on introducing this in the sign-up experience. In the initial onboarding, customers are introduced to the idea of give back, and shortly after this in the final step of sign-up, customers choose a cause they would like TWG to give back to on their behalf.
Tracking impact
Every dollar spent by the club members, TWG gives a donation to a cause the customer selects. To show the impact each customer has they can view their cause goal, the other cause goals TWG is supporting, and the past goals achieved through the club in the overlay layer. Along with this, each time a purchase is made, the order summary screen reminds them of their cause goal and the progress this is making thanks to the members of MarketClub.
Delivering savings
All club members get exclusive offers delivered to them weekly. We didn’t want these to be missed, so they are visible throughout the customer journey. When the customer opens the Warehouse app, they are housed in the MarketClub module directly under search. If users miss this, a module can be found on the product pages as they flow through their buying experience.
