Skip to the main content.



From Strategy to Success: Marketing B2B Loyalty and Incentive Programs

Read Now →


Metrolink loyalty program case study CTA
SoCal Explorer Loyalty Program

Read Now →


content thumbnails

Creating A Customer Engagement Strategy
For Your Loyalty Program

Download Now →

- Loyalty Program Strategy & Design -

Gain a competitive advantage with a strategically designed loyalty program

Whether you’re looking for a program health–check, the complete redesign of an existing program, or to start a new, full–scale program design and build, Brandmovers will help you design the program that drives results.

Asset 131

Launch A Loyalty Program Designed To Succeed

Using Brandmovers' proven program design methodology, our loyalty strategists work with you to create a smarter, more intuitive loyalty program that delivers on performance and boosts business results.

Asset 19

1. Foundational Principles Of Design

We follow 8 guiding principles for successful loyalty program implementations, rooted in customer experience and best practices. 

Asset 18

2. Framework for Ongoing Design 

Our 4-phase methodology is an agile process that allows for ongoing alignment and refinement. It considers internal, customer, and marketplace factors to produce a recommended design and/or redesign. 

Asset 7-3

3. Aspirational Metrics

Using our 4 dimensions of value we outline ideal-state measurement for best-in-class programs. We will work with your team to establish goals for each key metric and build our online dashboards accordingly.


Program Design Process


Objective Alignment

  • Goals - gain upfront alignment of goals and gather input to establish objectives and guardrails.
  • Stakeholder Insights - conduct stakeholder interviews to identify audience insights and highest value behaviors for each audience segment.
  • Scope - define loyalty program goals and success metrics, both qualitative and quantitative.


Insights & Analysis

We assess all the critical components that will factor into the upcoming loyalty program design phase, such as financial performance reviews and defining audience demographics and persona attributes for segmentation purposes.

  • Company
  • Culture
  • Customer
  • Competition
  • Cost/Benefit


Design & Journey Mapping

  • Structure - Finalize loyalty program rules, tiering structure, and terms & conditions. 
  • Value Proposition - establish brand alignment and persona-based value proposition, messaging, KPIs, and goals. 
  • Technical Requirements & Scope - establish a timeline for a phased approach for implementing new features and growing the loyalty program.
  • Rewards Recommendations - determine loyalty program rewards strategy,  hard & soft member benefits, and member engagement opportunities. 
design tools 2


Launch & Roll-Out

  • Marketing & Communications Plan - establish a detailed, multi-channel marketing & communications plan covering the entire member lifecycle from enrollment to re-activation. 
  • Launch & Roll-Out - deliver full loyalty program launch and execution plan including recommended technical scope, service, and ongoing support. 
  • KPI Scorecard - deliver final rules structure recommendations, metrics measurement plan, and loyalty program financial model showing earnings and lift.

Design Model

The PAVE Engagement Model™

The PAVE Engagement Model™ is Brandmovers's proprietary diagnostic tool that helps brands create roadmaps for growing deeper levels of engagement and loyalty among the program audience by identifying and prioritizing the different behavioral drivers that motivate people to act. This survey-based insights tool creates a brand connection index that will help focus effort and deliver impactful business results.

PAVE model


The brand's values and the individual's beliefs are aligned. The consumer trusts the brand implicitly and is a passionate brand advocate.


The individual genuinely buys brand products to complement their lifestyle and because they identify with the brand's meaning or purpose, forming brand affinity. 


The individual is happy with the current value and financial benefits they receive and is excited about the growth potential. They feel truly recognized and appreciated by the brand for their achievements. 


The brand's products and offerings are relevant to the individual and readily available. The brand helps provide what the individual needs to be successful and they feel confident in their ability to achieve their goals with the brand. 


Lifecycle Engagement Strategy and Planning

The work doesn't end once your loyalty program launches. We help ensure your loyalty program has a strong foundation for acquiring, engaging, and retaining customers by implementing a customer engagement plan that covers the entire customer relationship lifecycle. 

dotted line graph showing the 4 stages of the customer relationship lifecycle - acquire, optimize, retain, decline/lapsed


Welcome & onboarding communications & emails, paid search, social and promotional executions. 


Member-centric content, fresh and high-perceived value rewards, growth offers, anniversary & birthday recognitions, and product trials. 


Member personalization using data integrations, gamification, interactive digital promotions, surprise & delight offers, and rewards. 


Reactivation campaigns with personal, 1-1 appeal. Edutainment videos and content, "Sneak Peek" announcements, and special offers. 


Ready to start designing your ideal customer loyalty program?


Talk To An Expert