A strategy was created that called for a departure from traditional point-based programs. Through customer surveys and focus groups, Accenture together with Willys, designed a loyalty program that differentiated Willys from their competitors—with their target group’s needs as a point of departure.
Although Willys dominated Sweden’s discount food retail market, the company faced increased competition and needed to step up their game when it came to customer loyalty.
Since Willys had no loyalty program, they lacked the insights surrounding buying behaviors and preferences. Working with Accenture, Willys launched a pre-study to determine whether a discount retailer would benefit from creating a customer loyalty program.
The results of that study showed a positive business case, and highlighted competitive threats for not acting. In 2010 the company decided to move forward.