When contemplating a new app-based loyalty program for FROST, I began by researching customer behaviors in-store and online. This mix of physical vs. virtual user analysis was critical because the program had important touch-points in both areas.
After extensive qualitative research in the store, and using data from our existing digital channels, I began to further define customer profiles and create comprehensive journey maps. The following are some examples of this work.
Note: Due to confidentiality concerns, some data and analysis has been omitted.
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