Situation
Our client Godiva, a premium chocolate maker, operated ~30% of its stores (>250 brick-and-mortar stores) in Japan.
There was a unique opportunity to use the planned channel expansion (department stores and e-commerce) to significantly enhance and evolve the Godiva loyalty program following a deep-dive program evaluation.
Action
Ellipsis initiated a data-led loyalty program review project using Return on Loyalty®. The project involved extensive analysis of value distribution, program operation and redemption performance.
The Ellipsis Loyalty Consulting team provided insights and recommendations on Operations, Marketing, and Program Design. The team also proposed quick-win actions based on project leanings.
Results
Extensive boutique education and member engagement plans were rolled out to sales and marketing teams.
There was a significant improvement in scan rate, registration rate and contactability rate after launching quick-win plans.
Meet the team
Services used
Return on Loyalty®
Proven analytical techniques, an easy-to-use interface to access reports and expert consulting to interpret insights with actionable recommendations
Program Design Review
Diagnose and optimise your loyalty program
Customer Value Analysis
Data-driven analysis to understand value distribution across the customer base and customer journey.
Customer Insights
Segmentation, customer journey analysis, profiling
