01
Client context
The chain's loyalty programme had many members but low engagement and redemption.
02
Business challenge
The business could not tell whether the programme changed behaviour or simply rewarded existing shoppers.
03
Research objective & questions
Identify what members value and redesign the programme to increase visits and basket size.
- Why do members join, and why do they stop using the programme?
- Which rewards and benefits matter most?
- How do needs differ for chronic-medication and occasional shoppers?
- How does the programme compare with competitors?
04
Methodology & approach
- Member IDIs
- Active, lapsed and high-value members.
- Member survey
- Benefit preferences and programme satisfaction.
- Reward trade-off exercise
- Maximum-difference ranking of potential benefits.
- Competitor programme review
- Pharmacy and health retail loyalty schemes.
05
Sample & geography
- ~24 member IDIs
- ~1,500 member survey responses
- Geography — India (multi-region)
06
Key findings
- Members found points confusing and slow to earn.
- Chronic-medication shoppers valued refill reminders and home delivery more than points.
- Health check-ups and pharmacist advice were highly valued benefits.
- Lapsed members had moved to apps offering instant discounts.
07
Business implications
- Simplify earning and offer instant benefits.
- Create a chronic-care tier with reminders and delivery.
- Add health services as programme rewards.
08
Outcome
The chain received member insights, a ranked benefit list and a redesigned programme structure.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.