Boosted member engagement and app usage by redefining the customer value proposition for an international bakery chain
Challenge
Danish, global bakery chain, Ole and Steen’s reward programme was fragmented across its different divisions, with different point collection methods for food and beverages. Tecsa was brought in to help unify these programmes and standardise rewards, with the wider goal of making the programme both more compelling and engaging
Solution
Through in-depth analysis of customer segments and respective behaviors, Tecsa was able to redesign the rewards programme and refine the customer experience. Based on these assessments, Tecsa was also able to identify and implement new martech tools for customer personalisation.
Tecsa set up a core loyalty team with a purview spanning digital, brand marketing, IT, and sales teams. KPIs, reporting, and performance management practices were established to provide insights that enabled continuous improvement across all departments.
Results
Tecsa's upgraded programme and measures have significantly increased member engagement and app usage by offering more relevant and targeted offers to customers.
increase in customer acquisition
Additionally, the member base has grown through an increase in customer acquisition and a reduction of churn.
Best Loyalty Programme
As a result, the programme was awarded Best Loyalty Programme by QSR Media in 2022.
Best Loyalty Programme by QSR Media in 2022
Consultants & Partners Involved In This Case
At Tecsa, we carefully select the best talent from our diverse team of global experts to match the unique complexity and challenges of each project
KOOS BERKHOUT
ANTHONY MORRIS
MICHAEL PENROSE
KOOS BERKHOUT
Koos has played a pivotal role in development, launch and management of some world-renowned consumer engagement and membership programmes in retail and finance, including Nectar, Capital One, Rakuten and most recently the yuu Rewards programme in Asia
Koos is an expert in customer strategy, data analytics, and data management with global experience working with consumer and B2B companies across Europe, North America, and Asia
Koos has worked with clients in retail, financial services, automotive, consumer packaged goods, e-commerce, travel & leisure, telecoms, and utilities. Prior to Tecsa, Koos held senior roles at a number of client and agency businesses, including Capital One and Rakuten.
ANTHONY MORRIS
Anthony has extensive experience in loyalty programme design and data-driven business transformation. He has helped shape some of the world’s largest loyalty programmes and has a worked globally with a wide range of retailers and consumer-facing businesses.
His expertise in analytics and CRM was gained at leading organisations including Dixons Carphone where he pioneered the use of decision sciences and AI to optimise all aspects of the customer proposition.
Anthony started his career at Booz Allen working with a variety of clients on strategic and operational issues, specializing in due diligence and turnaround of FMCGs for private equity clients.
Anthony featured in dataIQ’s 100 most influential people in data.
MICHAEL PENROSE
Michael is a Lead Data Scientist with a specialisation in Machine Learning. He has experience leading Data Science teams and projects.
His background is in ensuring high quality software delivery with over 10 years of experience in financial services specifically in risk, credit, and equities.
Michael worked as Data Science Lead at a SaaS startup, responsible for managing a portfolio of projects and shaping the strategic direction of research in collaboration with government and academic partners. He has successfully built Data Science teams both in the workplace and in international Machine Learning competitions where he has successfully finished in the top 1% on several occasions.
He holds a Master's in Applied Data Science from the University of Michigan.
