Case Studies

Woolworths Everyday Rewards Program

Everyday Rewards is a loyalty program operated by Woolworth supermarkets. Earned fuel savings offers are stored electronically and linked to the Everyday Rewards card, thus eliminating the need for shoppers to retain paper coupons previously used for this purpose. Fuel Discounts are redeemable at Caltex Woolworths/Safeway outlets.

Everyday Rewards was first trialled in central west New South Wales from September 2007 and early registered card holders were invited to join an online “Advisory Panel” to help shape the future of the program. This received a very strong response and the qualitative and quantitative feedback from this panel over a 3-4 month was critical in the decision to roll-out the program nationally.

In February 2008, Woolworths announced that following the NSW trial, Everyday Rewards would be rolled out nationally. In July 2008, Woolworths stated that the program had exceeded expectations, with more than three million cards on issue. In August 2008, Woolworths stated that there were 3.8 million cards "on issue", with 2.4 million cards "registered".

The “Everyday Matters” online community (referred to as just the “blog site” internally) surpassed 50,000 registered participants in April 2009 and is now recognised by the sponsoring Customer Engagement team as a rich source of insight and innovation. Of the top 11 themes consistently nominated by the community as improvements or innovations for the program, 7 have been taken up and addressed by Woolworths. The site exhibits the normal features of a healthy community with a small percentage of MFC’s (“most frequent contributors”) and larger segments of responders and lurkers.
       
This community can be found at www.everydaymatters.com.au but you need to register if you wish to contribute (eg. Vote, comment, initiate an idea).

IAG's The Buzz Insurance

IAG launched eVentures in 2008 to investigate how a direct online insurance business could be co-created with customers.
The central vehicle to achieve this has been the online community (or panel...) at www.myinsuranceideas.com.au built and operated by Resonate for IAG eVentures.
 
The resulting business – “The Buzz” Insurance was launched on Friday 15th May 2009 and a new community will be launched shortly from the Buzz 
A more detailed description of the creation of the Buzz can be found at:   http://bankingreview.blogspot.com/2009/05/buzz-innovation-by-customer-ba...
with an excerpt here:

“In December 2008 IAG launched MyInsuranceIdeas to discuss and learn what customers wanted from insurance. The concept was to build an insurance brand and product offering, together. We began with focus groups and then developed the MyInsuranceIdeas forums to continue the direct conversation with customers as we defined our strategy,” CEO of The Buzz, Jacki Johnson told Online Banking Review.

“Co-creating with customers has been an incredible process. We were surprised by the level of knowledge that customers had about the trade off between risk versus price,” Johnson explains. “It’s not simply a matter of price, indeed customers can be concerned when prices seem too cheap; they wonder what coverage they are getting. We were amazed by the ideas and insights we have gathered.”