The ask.
In addition to our creative pitch, Lowe’s asked us to reimagine the Loyalty program consumer journey with engaging experiences from the moment they sign up to the minute they finish their first project.
Materials provided: audience insights
How I helped:
Crafted email, app and social copy personalized to our audience persona and encouraged users to shop at Lowe’s.
Collaborated with strategists to determine which touchpoints would be most impactful.
Worked with designers to ensure the loyalty program experience was memorable yet cohesive.
Process.
Step 1: Deep dive.
To understand how we could strengthen the loyalty experience, we first needed to examine its current state. What communications are members currently receiving? Where are members disengaging? Where are the gaps we need to fill?
Step 2: Strategic planning.
Collaborating with content strategists, we used data signals to identify touchpoints (or channels) where we could re-engage customers during their purchase and loyalty journey. This meant thinking outside the box on the app experience, email campaigns, and targeted ads.
Step 3: Creation.
Leveraging UX best practices, I crafted copy that supported users while directing them to the right resources to complete their project (and purchase from Lowe’s). Each touchpoint allowed us to collect additional user data to make the next one even more personalized.
Redefining success.
Since this initiative was part of a company-wide pitch, there are no performance stats to speak to the impact it had in the real world. But, what does speak to its impact? A signed contract with Lowe’s after this initiative helped the agency win the business.