What features could Revel add to its customer loyalty program to increase repeat visits and customer retention?

Introduction

To increase repeat visits and customer retention for Revel's customer loyalty program, we need to identify innovative features that provide tangible value to users while aligning with Revel's business objectives. I'll analyze the current situation, identify key user segments and pain points, and propose data-driven solutions to enhance the loyalty program's effectiveness.

Step 1

Clarifying Questions (5 mins)

• Looking at Revel's position in the market, I'm curious about the competitive landscape. Could you share insights on how Revel's loyalty program currently compares to major competitors in terms of features and user adoption?

Why it matters: Helps identify gaps and opportunities for differentiation Expected answer: Revel's program is on par with competitors but lacks unique features Impact on approach: Would focus on innovative, differentiating features

• Considering the goal of increasing repeat visits, I'm wondering about current user behavior patterns. What's the average frequency of visits for loyalty program members compared to non-members, and how has this trend changed over the past year?

Why it matters: Establishes a baseline for improvement and identifies potential issues Expected answer: Loyalty members visit 2x more often, but frequency has plateaued Impact on approach: Would prioritize features that drive visit frequency

• Given the focus on customer retention, I'm interested in understanding the current churn rate for loyalty program members. Can you provide data on member retention rates and any significant drop-off points in the customer lifecycle?

Why it matters: Helps identify critical points for intervention in the customer journey Expected answer: 20% annual churn rate, with a significant drop-off after 6 months Impact on approach: Would focus on features that engage users beyond the 6-month mark

• Considering Revel's broader business strategy, how does improving the loyalty program align with other company initiatives? Are there specific company-wide goals or metrics that this project should support?

Why it matters: Ensures alignment with overall company strategy and resource allocation Expected answer: Aligns with a company-wide push for increased customer lifetime value Impact on approach: Would prioritize features that drive long-term engagement and spending