Promoting the benefits of linking your Everyday Rewards card in the Woolworths App.
With the launch of Member Pricing for Everyday Rewards customers, the Woolworths app needed to be updated to promote Member Pricing and its benefits. This also presented the opportunity to update the touchpoints of Everyday Rewards in the Woolworths app as the current experience needed a design refresh and a compelling value proposition. The goal was to increase acquisition and maintain retention of customers shopping within Woolworths and Everyday Rewards ecosystem.
Our squad was one of many with specialised remits to support the Member Pricing rollout. While the core strategy and experience was established at the program level, my squad owned the execution for acquisition and retention within the Woolworths App. I identified and explored opportunities areas that aligned with the program strategy while driving our squad's specific KPIs.
From proprietary research, we knew that:
By promoting the value of personalised offers and past shopping history in the Woolworths app, we have the opportunity to increase the number of users linking their Rewards card and therefore, improving customers' engagement with the Woolworths app.
From the user journey, our squad decided to tackle the high impact opportunity areas that support the customer's planning and shopping journey and aligns with our remit. These included placements on the home page, more menu and the product detail page. From the chosen touchpoints, we designed informative and engaging propositions for Member Pricing and the Everyday Rewards program.
The design concepts were refined through copywriting review, stakeholder review, user testing and AB testing. As a result of stakeholder review, two banner concepts were tested to promote users to link their Everyday Rewards card in the Woolworths app. From user testing, we discovered that the one that emphasised past shops and personalisation resonated more with existing Rewards members while the other appealed to non-members. These insights directly informed the A/B testing strategy for banner deployment.
From AB testing, we tested five variants using combinations of the banner versions and different CTAs. The variation that appealed to existing Rewards members in user testing performed the best across all user groups including logged in users who haven't linked their Rewards card, new sign ups and guest users.
A solution that informs and promotes the benefits of Member pricing while highlighting the value and personalisation benefits of linking your Everyday Rewards card in the Woolworths app.
Android within 4 weeks after launch achieved:
To the Everyday Rewards linking page after it was launched into the market.
On the 'Link your Rewards Card' button located at the bottom of the Everyday Rewards linking page.
On the 'Join Everyday Rewards' link located at the bottom of the Everyday Rewards linking page.
Due to recurring technical issues on launch, we were unable to properly measure the impact on iOS.