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A national gasoline brand wanted to understand how their loyalty program was performing, what enhancements would be most enticing, and how the brand could increase overall penetration and engagement with gasoline purchasers.
We conducted an 18-minute online survey among 1,500 consumers representing a mix of current loyalty program members and non-members. The survey included a choice-based task, and we performed advanced analyses to understand which combinations of benefits and features resonated most.
Our analysis uncovered which program elements were most and least motivating and where investing in bigger benefits or discounts would encourage more use/sign-ups and visitation. In addition to illustrating a handful of potential scenarios that would satisfy current members and non-members and drive both behaviors, we provided a simulator tool that the client could use to help guide their final strategy and decisions.
