Program Design


Lacek's Loyalty Marketing Program Design Blueprint

The Lacek Group follows a phased loyalty program design approach. The first phase is discovery, which is characterized by analyzing existing customer research, assessing the competitive environment, conducting personnel interviews and reviewing customer data analysis. From this work, strategic guidelines are developed that articulate program constraints, design considerations and objectives.

The strategic guidelines provide direction for phase two, which builds a program concept that is complete with customer proposition, key processes (enrollment, accrual, account balance reporting), program benefits and high-level financial analysis. When we build a concept, we balance key criteria, such as:
  • Compelling Customer Proposition — Is it an appealing program that will create the desired change in customer behavior?
  • Operational Feasibility — Is it a program that can be delivered within the current environment from a systems, employee and business process perspective?
  • Financial Responsibility — Is the program payback within a reasonable timeframe and does the investment justify the potential incremental spending?
To validate whether the program concept is compelling, it is tested with customers and modified accordingly, which constitutes phase three.

Finally, phase four is implemented, which consists of creating a market-executable program concept, including delivery plans, strategic integration and program structure.