Loyalty Program

In just two months since I joined the company, I played a pivotal role in the successful launch of PetSutra's highly anticipated Loyalty program. Utilizing my expertise, I led the research and analysis of our existing customer database, meticulously crafting personas that served as the foundation for our program.

Leveraging my innovative thinking, I had the opportunity to contribute to the gamification of the entire experience, which ultimately led to the creation of Clan of Petriots—an exceptional loyalty program that now stands as a testament to Petsutra's commitment to customer satisfaction.

How PetSutra's Loyalty Program Started

The PetSutra Loyalty Program was conceived during a collaborative session in which key stakeholders, including the Customer Acquisition Head, Design Manager (myself), Content Manager, Marketing Head, and Founder of the company, gathered to discuss strategies.

Recognizing the value of customer retention and brand loyalty, we decided to create a Pet Loyalty program to enhance stickiness among our customer base, particularly due to our high number of repeat customers.

During the website's initial draft, we incorporated tag clouds that highlighted key elements such as progress bars, tiers, and a points system. The aim was to create a simplified and engaging Points-Based Loyalty (PBL) model, with a primary focus on points as a central concept.

This high-fidelity model marked an exciting milestone as it was the first version introduced to the website and subsequently taken into development:

We understood the significance of the user's name in our loyalty program design, as it played a crucial role in creating a sense of belonging. By prominently displaying their name, we aimed to personalize the experience and make them feel valued.

The inclusion of a visible points system was a standout feature, enabling users to easily track their points and see how close they were to reaching the next tier. This transparency not only empowered users to understand their progress but also motivated them to actively participate in the program. The idea was simple: as users increased their points, their loyalty grew stronger, creating a rewarding and engaging experience for them

We included the petfirst program information on the page itself, so that the information could be laid out on a single platform, avoiding any room for error.

We made sure to include a "My PetFirst History" tab in our loyalty program, giving users full visibility into their petfirst points journey. It allowed them to easily track where they earned and redeemed their points, keeping everything transparent and accessible.

The driving theme behind this model was all about transparency and making the system status and actions clear to users. By providing a user-friendly interface that showcased their points history and progress, we aimed to empower users to take control of their loyalty journey. Our goal was to create an engaging experience within the e-commerce ecosystem, where users felt confident and involved every step of the way.

Enter, a more sophisticated gamified system

Clan of Petriots was formed to create a sense of camaraderie, belonging, and fellowship among our users. Users, lovingly called Petriots, shared a common goal of building the best pet-parent ecosystem with Petsutra. It went beyond a loyalty program, becoming a community where connections were forged and a shared passion for pets thrived. Rewards were just a part of it; the real value lay in the genuine connections and shared purpose among our Petriots.

There were again, 4 tiers, as:

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These gave a stronger social appeal, our users were grouped under a common umbrella known as Petriots and they were able to connect with other users more freely, driven on social. COPS provided a personality to the petfirst program that lacked before, and increased user traction on the website.

We noticed that the inclusion of Petfirst points and their redemption capability in our previous model didn't gain much traction. To address this, we decided to revamp the emails sent through our automated system.

The revamp involved strategically placing COPS elements on various pages, including the homepage (top bar), order listing, order checkout, order placement, the actual COPS pages themselves, My Profile pages, and terms and conditions.

To further enhance user engagement, we implemented rank-up emails. These emails would redirect users to the website, informing them about their current tier and the benefits they would receive. The higher the tier, the greater the benefits.

This approach proved successful in rekindling interest among dormant COPS users. As their tiers grew higher, they became more motivated to check the website regularly in search of better deals and exclusive benefits.

We also utilized social media to gamify the experience and drive user engagement. Through interactive contests, quizzes, and challenges on platforms like Instagram and Facebook, we encouraged users to participate and earn Petfirst points. This integration of the COPS system into our social media campaigns incentivized users to actively engage with our content and visit our website regularly. The combination of COPS and social media gamification created an exciting and rewarding experience, fostering a vibrant community of Petriots.

The end result is a transformed COPS experience, seamlessly integrated into our website journey, and delivering an enhanced user experience.