Challenge
Unlike other Nescafe Dolce Gusto PREMIO program launches that were built from scratch, the challenge in Brazil was to migrate from an existing program, transitioning a significant membership base with valuable points balances to the new reward options.
Solution
Analysis of the local market conditions concluded an automatic conversion would be lower cost and friction than a user initiated conversion. The new reward solution allowed members to access their points balance and new reward options by simply logging into their account, while Loylogic supported the communications plan and technical program changes to make launch day a success.
The result was a high volume of transactions taking place from launch, positive feedback on improved redemption options and a substantially lower volume of customer queries than typical new program launches.
Impact
