A study on customer loyalty and retention

Problem Statement
Our Focus
How might we re-imagine
PokeTheory's rewards & xx
loyalty programme to drive
customer retention &
transform the overall
engagement experience?
xx

xx

xx
Why Create a Rewards and Loyalty App?

None of Poke Theory’s direct competitors have a rewards and loyalty programme.

A rewards and loyalty programme will be a key differentiating factor for Poke Theory,
cementing its status in the F&B industry as a top-of-mind quick-service restaurant of
choice, providing fresh, healthy food both near the workplace and near the home.

Increasing customer loyalty by just 5% can increase profits by between 25% and 95%!
- https://hbr.org/2014/10/the-value-of-keeping-the-right-customers
Competitive Analysis

Features Salad Stop! Shake Salad McDonald’s Starbucks Grab

Points-based
Stamp-based
Tiered programme
Cash rebate / stored value
Sustainability-based
Community-based – social
media rewards
App-based
Web-based
 Key Customer Personas

Rapid Rachel Both have Cardio Calvin

Manager at large MNC / Corporate the ability to Spinning Instructor
35 years old build a 27 years old
Works at Bugis Moves around the island for work, mainly
community
Lives in Katong In the city area
Eats at Poke Theory when in the office, with Behaviours Eats regularly at Poke Theory, minimally once a
colleagues, a couple of times a week and only week (also because the studio is associated with
when there is a short queue. his spinning studio)

• Convenience and efficiency through quick Needs and • To be associated with a healthy lifestyle
ordering Goals • To build a fitness community of repeat
• Looks for comfort and familiarity in restaurants customers to his classes at the gym, because
• Appreciates rewards he has dreams of opening his own studio

• Has limited time for lunch on most days Pain Points • Lack of loyalty programme and engagement
• Too confusing to use and download too many with Poke Theory
apps • Difficult to keep track of physical stamp cards

“Health, convenience and speed is key,

Mindset “Love and passion keeps you coming back”
Rewards are secondary but appreciated”
 Customer Journey Map – Grabbing Lunch
(Peak lunch hour for Rachel)
Needs and Decisioning Discovery Selection Purchase Pick-up
Expectations Chooses healthy Physical menu, Selects order at Makes payment Collects food for
restaurant with promo posters, or physical counter either via cash, credit dining in
shortest queue and website menu card or apps such as
available tables FavePay

Voice of I’m hungry, how can I crave my fave miso Oh those premium Drinks so expensive, Ok, at least the food is
customer I get food quickly avocado salmon, but a toppings look good! I healthy and quick and
we come here all the
with my colleagues? change might be don’t mind paying. time, no benefits? reliable…
exciting…
 Customer Journey Map – Grabbing Lunch
(Off-peak for Calvin)
Needs and Decisioning Discovery Selection Purchase Pick-up
Expectations Heads to Poke Physical menu, Selects order at Makes payment Collects food for
Theory as a promo posters, or physical counter either via cash, credit dining in
regular customer website menu card or apps such as
FavePay

Voice of Ready for my I eat here all the time Maybe I’ll get the juice
I eat here so often, wish I wish I could get more
customer relaxing downtime and recommend my next time, sick of free
there could be more premium toppings!
before next class! students, I wish I could protein shakes at the
excitement…
get appreciated… gym…
Loyalty
Programs
Poke Theory
Huggs
How it works Rewards

$25 $50
spent spent

20 sign up
points bonus
$75 $120
spent spent

Online account
Digital Loyalty Card Customers gain an approximate 10% cashback
from their purchases