With Sutherland’s help, the client redesigned and relaunched their loyalty program. Sutherland proposed two strategies and identified metrics and markets to test the strategies for a limited time. We also determined key metrics and a reporting strategy to continuously measure the performance of the pilot. Automated dashboards were created and made accessible to executive management to continuously track performance.
This revised strategy provided valuable insight to the client on:
- value of membership and financial viability of the program
- how free member enrollment and free screening influences short-term and long-term behavior
- change in guest behavior when they redeem a reward and when they’re paying for concessions or tickets out of their pocket
Sutherland’s data science and analytics consultants worked closely with the client’s management team and built robust models that predicted the incremental revenue from each dollar redeemed, and the benefits consumed by each member. They could now measure the present spend by membership tier, migration between tiers, and estimated probability of churn.