Loyalty Program Design


Launching a new loyalty program can be a daunting consideration. Once your program is in market, you will want it to run effectively for years, therefore, it’s critical to get it right from the start.

Our design process will lead you through the key considerations of a great loyalty program: your customer value proposition, tiering and segmentation, currency and rewards choices, messaging, and – most critically – the business case within your own organization for a loyalty program.

There is a lot to take into consideration throughout this process, therefore we break down the engagement into three phases, allowing for our loyalty marketing expertise, principles of behavioral science, and data-driven insights to inform each stage of the journey.

Phase 1: Discovery

This initial phase will ensure the Chapman & Co. team designs from deep insight into your business realities. It will focus on establishing a baseline understanding of your market strategy, current performance, and business objectives. Most importantly, this is the phase where we work to quickly build intimacy with your business opportunities, resources, and untapped potential, as well as assess the business case for this initiative.

Phase 1 activities include:

  • Kick-off session
  • Stakeholder interviews
  • Research and data review
  • Competitive scan
  • High-level financial model

Phase 2: Strategy

This phase will focus on producing a collaboratively developed loyalty program experience framework, based on Phase 1 insights.

Phase 2 activities include:

  • Creating explicit program framework
  • Implicit loyalty experience elements
  • Segmentation and targeting approach
  • Identifying tech and platform needs
  • Internal resource needs

Phase 3: Design

This phase adds the detailed and finalized strategic design elements to the approved framework to ready the program to move to a market launch process.

Phase 3 activities include:

  • Finalizing formal program design
  • Creating a piloted/phased rollout plan
  • Identifying success measurements
  • Defining people and tech resources needed
  • Refining financial model for business case

If your customer experience could benefit from a loyalty program, you are in the right place. Our team has over 25 years of experience working with both the B2B and B2C businesses designing and optimizing programs that foster and grow customer relationships beyond the transaction.


Contact us to learn more.