Challenge
Pampers Club is a program for all families and wanted to offer interesting redemption options for all members. Behavioral data and customer research showed that the time to value (reward redemption) for certain segments was too long and impacting satisfaction with the program.
Solution
Loylogic introduced a new gamification mechanic called Rewards Play, which allowed members to use their reward balance on raffles. New raffles were launched every week at a redemption price point that was available to low balance members, with members able to redeem their Pampers Cash balance for one or multiple tickets. The Play concept is now a key part of the program strategy and accounts for 25%+ redemptions.
Impact
