Context
Monoprix is a French company in the retail and distribution sector, offering everyday products, food, fashion and services. It maintains a close relationship with its customers, who perceive Monoprix as a practical, high-quality and modern brand.
With a view to creating a distinctive experiential foundation, our project consists of imagining the future of a loyalty programme, integrating new technological uses, facilitating shopping and creating lasting bonds.
My Role
Service Designer
Date
January 2024 - September 2024
The Problem :
How can we move beyond traditional loyalty programmes to better meet modern consumer expectations ?
The promotion of projects is limited for reasons of confidentiality.
Discovery
Going beyond the traditional framework of a loyalty programme raises a number of interesting questions : how can we go beyond the rewards offered by a traditional prize pool ? What new and innovative services can we imagine to support consumers ? How can we personalise their experience ? Would it be interesting to offer enhanced services (with the notion of saving time) ?
Our research topics were varied. We looked at consumer habits and major trends, social and environmental imperatives, which loyalty programmes are attractive at national and international level, which services offer which values, and above all, who Monoprix's customers are.
Define
Our research has enabled us to establish some key findings, including that there is a hybridisation of purchasing behaviour. While the time French people spend on food is decreasing, there has been a surge in quick service and home delivery.
We also note that consumers are looking for a personalised, rather than standardised, in-store and online experience. Not to mention the restrictions that are impacting the pleasure aspect of consumption.
Another important aspect is emotions and feelings, which play a significant role in how consumers perceive a company. It is therefore necessary to support customers throughout their shopping experience.
Project Goals :
What if Monoprix offered me a genuine experience, rather than just promotions ? What if Monoprix became part of its customers' everyday lives, beyond just food shopping ?
Design
Based on current and emerging trends, we have identified three areas of opportunity with scenarios for future loyalty schemes.
For confidentiality reasons, we cannot disclose any further details at this stage.
Delivery
Our project has gone beyond traditional money pool systems by integrating innovative and technological services that simplify purchases.