Case Study: Message Testing
A greater reward
Optimising customer reward programme messaging for a leading global credit card brand.
The issue
A large apparel and home fashions retailer was re-launching a customer rewards programme. With an extensive list of benefits, the programme needed to be communicated in a way that was both enticing and easy to understand.
What we did
We implemented a conjoint exercise to determine optimal combinations of credit card versus loyalty programme membership, and derive the importance of both individual benefits within each programme.
Results
The client was able to optimise messaging, with priority on credit card to drive stronger interest in signing up. The research also confirmed it should communicate no more than six individual benefits to drive sign-up.
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