Designing Loyalty Around Real Customer Needs

Exploratory Online Qualitative Research

Client Problem

With a surge of new customers during the pandemic and an upcoming IPO, Adore Beauty recognised the opportunity to create a loyalty program for their customers across Australia & New Zealand to help retain and acquire customers.

To do this, we needed to understand how to create unique value in a crowded, promotion-driven market. The challenge was to understand which rewards – spanning both transactional and knowledge-based incentives would deliver meaningful value.

During the height of the pandemic, it was critical for us to engage in a collaborative process that was not only impactful, but fun!

The Methodology

• Client immersion and co-creation: Involving stakeholders across the business to align on vision and ensure buy-in

• Qualitative exploration: Online forums and video diary tasks + focus groups carefully designed to create a safe space for consumers to share their honest beauty experiences

• Iterative development: Using insights from each phase to address key tensions, refine propositions & test future ideas

The Outcomes:

The research shaped the design and launch of ‘The Adore Society’ a tier-based loyalty program that resonated with customers’ real needs and expectations.

The loyalty program helped drive $113.1 million in revenue within the first 6 months of launch and created an average order uplift of 21.67%

This project also won a commendation from The Market Research Society in 2022 for research effectiveness.

Collaborators:

Ali Dexter, Daniel McIntyre, Paul Lamble (Tgarage Team)
InsightIQ (Qualitative Platform)