Norton
Developing a loyalty program based on key insights
Industry Benchmarking - Naming - Design Thinking - In-Depth Interviews - Ideation Workshops
Challenge
Confronting heightened competitive challenges, Norton aimed to enhance its perceived value and boost customer engagement, ultimately seeking to drive higher retention rates and revenue. The Senior Director of Global Growth and Retention Strategy was convinced that crafting a top-tier loyalty program was key to achieving these goals, prompting him to seek our assistance in defining and developing the program.
Approach
To start this multi-phase project, we began by outlining our approach. The initial phase involved a comprehensive review of leading loyalty programs to draw inspiration and gain insights into best practices.
Subsequently, we conducted in-depth interviews with Norton's customers to glean valuable perspectives on their expectations from a loyalty program. These insights played a pivotal role in shaping the design and development of the loyalty program.
Armed with the gathered information, we orchestrated two full-day ideation sessions where we actively facilitated discussions. The objective was to generate key elements of the program, such as its name, rewards structure, and benefits. Our focus was on ensuring that every output resonated with and fulfilled customer expectations.
Result
The overall project established the foundation for the loyalty program, and it was subsequently communicated to the cross-functional team to guide the development of both the creative and functionality.
