Making personalized discounts visible
UX research
Field testing
Prototyping
Summary
Albert Heijn, the largest grocery store chain in the Netherlands, faced a challenge with their "Personal Bonus" program. While offering personalized discounts to customers with bonus cards, many shoppers were unaware of these discounts because they weren't communicated until checkout. This led to a high rate of "blind redemption" – customers receiving discounts without knowing they were eligible. The goal was to increase customer awareness of their personalised offers and reduce blind redemption.
The opportunity
I collaborated with Albert Heijn's product team and customer loyalty department to create a solution that would make personal bonus offers more visible and engaging. This involved designing a user-centered experience that would encourage customers to actively participate in their discount selection.
Design
We developed the "Bonus Box" concept, a gamified approach that allowed customers to choose five personalized discounts from a selection of ten. This process was designed to make customers more aware of their offers and incentivize them to interact with the app.
- Rapid Prototyping: We created a prototype of the Bonus Box concept quickly, allowing us to gather early feedback and refine the design.
- User Testing: We conducted user testing in-store and online to ensure the concept resonated with customers and was easy to understand and use.
- Collaboration: We worked closely with an external agency to develop the proposition and key visuals for the Bonus Box, ensuring a cohesive brand experience.
Results
The Bonus Box concept was a success in solving the blind redemption problem.
- Addressing Blind Redemption: By requiring customers to actively select their discounts, the Bonus Box effectively mitigated blind redemption, ensuring customers were aware of their personalised offers.
- Increased App Engagement: While specific data on app downloads wasn't readily available, the new approach encouraged customers to engage with the app to select their discounts, contributing to increased adoption.
