Woolworths Everyday Rewards

Project overview

Woolworths Rewards has the biggest loyalty customer base in Australia. Previously, the only interaction customers had with Rewards was through marketing e-mails and if they logged in to the site (which was rare).

My role was to plan, lead and carry out customer research to uncover insights into how we could improve the experience. This was focussed around contextual inquires to understand pain points in context of shoppers lives.

Discovery Research

Stakeholder workshops

I helped run workshops with kay stakeholders across Woolies to uncover pain points & opportunities that a Woolworths Rewards app could bring.

Customer interviews

I conducted interviews that explored how people currently engage with loyalty programs, phone use in-store & overall thoughts on Woolworths Rewards.

Insights & recommendations

There were pain points in how they engage with offers. Between activation & redemption there is a ‘dead zone’ period where people lost interest. Customers were craving a way to browse, interact and activate offers in a simpler way.