Desigual
Redefining a Truly Unique Loyalty Model
New engagement mechanics aligned with an updated brand image
Service and Offer
Sector
Loyalty customers deserve
Desigual is a global fashion brand, operating in nearly 100 countries worldwide. The Spanish retailer was founded in the spirit of celebrating the uniqueness of individuals. Living by the motto of “dress people, not bodies,” the brand was one of the pioneers of upcycling in the fashion industry and is well-known for its use of colors and patterns.
Looking to address the challenge of reaching new generations and shaping a new loyalty relationship, Desigual engaged frog and formed a tight-knit collaboration. Together, we designed a program that better represents the brand’s uniqueness and offers improved customer experience.
During an eight-week program, we immersed ourselves in brand loyalty and customer expectations, actively transforming the whole experience and creating lasting relationships.
The design research conducted by frog enabled Desigual to better understand the pain points and expectations of customers. This is especially true of loyal customers, members of our program. We discovered the brand has truly loyal customers who have been following the brand for a large part of their lives. The newly designed loyalty model has resulted in an increase of more than 20% in new member engagement.
frog and Capgemini Invent really understood our requirements. In only eight weeks, they reimagined an innovative Desigual loyalty program that enhances customer experience and builds brand relationships.
Redefining the loyalty program
Project highlights
Challenge
Generating loyalty with customers
While undergoing a brand image transformation, Desigual identified the challenge of finding ways to engage with new generations and future customers at the same time.
Solution
A new kind of loyalty
frog conducted workshops, surveys and interviews with Desigual team members to understand brand and customer expectations from a loyalty program. This enabled us to create a program that fosters long-lasting relationships between the two.
Outcome
Engagement boost
frog envisioned the future loyalty model, value proposition and key factors to activate it. Aligned with all company stakeholders and supported by customers’ insights, Desigual launched the new program to see a 20% increase in member engagement.
Partnerships, presents and exclusivity
Since the project, Desigual has launched new engagement mechanics in their loyalty program.
The new mechanics include partnerships that offer discounts to customers, a cashback system rewarding customers for their purchases and services related to purchasing, such as priority access to sales or free home delivery.
Additionally, the brand has included unexpected presents to members, reinforcing the positive impact of the mechanic but also the satisfying, unconventional and caring values of the brand.
Since the inclusion of the new features, Desigual has seen an increase of more than 20% in their new members engagement ratio.
Loyalty: à la mode
A closer look at our new program
The tiers of the program were simplified, with each having an adapted value proposition. These propositions were based on concepts that truly embody the brand’s essence and facilitate member rewards for proof of loyalty. frog proposed a strategy focused on expanding the relationship with the brand to other areas, including experiences, services, partnerships, surprises and, of course, the must-have rewards for purchases.
This resulted in a more rewarding experience and, equally important, a program that matches our brand’s spirit.
