Case study: Loyalty App “Cartão Fresmart “
A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. Many supermarkets and customers are using Loyalty Card, and my job is to make the physical cards better and easy for the customers through mobile apps.
About Cartão Fresmart
Cratão Fresmart is a new loyalty app by Fresmart Supermarket. We believe building a customer loyalty app for Fresmart can enhance engagement, and strengthen customers' relationships, and increase the loyalty and potential value of existing customers.
PROBLEM & SOLUTIONS
Customers who visit Fresmart (Supermarket) for shopping, don’t feel validated or rewarded for their consistent shopping either consciously or subconsciously. This causes them to become lazy about their shopping experience and make to continue with Fresmart. To retain our existing customers by understanding and meeting customer needs and wants. In doing so, they maintain sales and increase the loyalty and potential value of existing customers.
As a result, it leads to opinions like
“I don’t feel there shopping again”
“I can just order online and get what I want from there”
“No more discounts and promotions”
“I would like to shop more, if I get discounts in everyday shopping”
“I have the card, But If loos or forget in my home how I know my updates”
“I don’t want more cards in my wallet”
So we had a discussion how we can break this emerging barrier towards visiting our store.
SOLUTION
We made “Cartão Fresmart” a loyalty app that encourages our users by providing them to get more savings based on their purchases, the amount they have spent using the loyalty app, even rewarding them for their first-ever download and visit.
UNDERSTAND THE USERS
I have made research, created questionnaires for the customers to understand users and their needs. A primary user group identified that most of the customers are using smartphones and some don’t carry the physical card into the store and they want the card through the app also they will be getting every information into their phone. This came with the idea to create the Cartão Fresmart app for the customers.
CUTSOMRERS PAIN POINTS
DIGITAL CARD: Customers don’t have any loyalty cards by phone.
TIME: Customers consume more time in the checkout area.
PROMOTIONAL NOTIFICATION AND MESSAGES: Connect the mobile app with the customers, we can send them information and updates about the promotion and discounts near the area of the customers.
TRACK: Tracking customers’ shopping habits and journeys through mobile apps across the promotional loyalty program.
RELATIONSHIP & BRAND: Through the app, we can strengthen customer relationships with the brand.
MULTIPLE LOYALTY CARD: Customers have multiple loyalty cards with different brands and not enough space to carry them all most of the time.
OFTEN LOSE CARD: Customers often lose loyalty cards and don’t care enough to make a new one.
EASY TO USE: It’s easy to open an app as it is to pull a card from the wallet.
SYNCING: Possibility of syncing the loyalty program information with users’ buying habits from the mobile app.
USER JOURNEY
SCOPE OF THE CARTÂO FRESMART APP
· Digital Transformation
· Loyalty and Business Development
· Customer-centric and excellent of services
· Customer Relationship
· Connect to the customers directly
· Sales and Customer Behavior
PAPER FIRST
The process below begins with my initial ideas wireframes, then moves to mockups, and finally to the high-fidelity prototype. Taking the time to draft iterations for each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized an easy way to add a new scan.
LIFE TOO HARD WITHOUT A DESIGN SYSTEM
While designing the Cartao Fresmart App, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s design.
Thank you for reading!
