In my role, I was tasked with both creatively directing and designing loyalty programs for our clients. Collaborating closely with the strategy team, I implemented innovative designs aimed at engaging users and encouraging participation in the loyalty programs, which rewarded them with points and incentives for their spending. While loyalty programs are often static, I decided to take a unique approach for Kas Australia, a prominent homewares company, drawing inspiration from collectible kids' toys like Polly Pockets. The loyalty program I devised was designed to be fun and interactive, allowing users to collect homeware items with allocated points to build their ideal home. Once users had collected all the items and accumulated enough points, they would receive a significant reward to spend at the store.
The design of the loyalty program reflected Kas Australia's brand guidelines, utilizing their secondary color palette in a gentle, muted tone, while incorporating vibrant, collectible, illustrated furniture pieces. The use of GIFs added to the fun and interactivity of the program, while the incorporation of brightly colored flags with points served a psychological purpose, tapping into the satisfaction users feel when collecting items akin to sales tags.
The loyalty program was seamlessly integrated into Klaviyo's email campaign, where it was introduced to users as a primary platform for engagement. Yotpo served as the backbone of the loyalty program, providing the necessary infrastructure for its implementation and management.
