As this was a very wide reaching brief, the first stage was to define parameters and understand the current capabilities of our clients’ product. Once complete this gave us an informed lens from which to view the wider market.
As the market is so large it was important to begin with a small, focussed area and slowly expand outwards rather than using a scattergun approach to the research. As the client is based in the US, that is where the research began, looking at the loyalty space in vertical sectors and slowly expanding out in an elliptical ripple pattern.
As with all Rokker projects ‘context is everything’, and it was extremely important to understand the fundamental question of ‘why’ there is disruption in the loyalty space, especially with the founding father sectors such as the airline industry. In order to do this, we did a deep dive into how loyalty was being used by customers, which led to further investigation into mobile adoption, cultural changes, relevancy and immediacy.