Introducing Membership,
a community for food lovers

We began by digging into customer feedback, analyzing the existing loyalty program, and studying how people interacted with the brand. Through surveys, competitor analysis, and gathering insights from Foxtrot’s most loyal customers, we formed the groundwork for a new loyalty structure—one that goes beyond the transactional.

In collaboration with the Brand team, the new and improved identity of the loyalty program was created: Membership—a community of people that share a common love for food, complete with exclusive benefits and insider privileges.

A loyalty structure for everyone

The goal was clear: create a loyalty program that felt accessible to all customers, whether they were frequent shoppers or those just starting to explore what Foxtrot offers. Rather than sticking with the old tiered approach, which often left some customers feeling excluded, we designed a more inclusive structure.

The new loyalty program focuses on creating value at every level, rewarding customers for each step they take in exploring the brand. No matter how often someone shops or where they shop—online, in-store, or through the app—they can engage with the program in a meaningful way.

By offering a range of benefits—everything from exclusive discounts to surprise rewards—the program keeps customers engaged and excited, no matter where they are in their journey with Foxtrot.

The app as the centerpiece

Leveraging the existing Foxtrot app was a natural choice to anchor the new loyalty program. With a large, active user base and strong sales performance, the app was already key touchpoint, making it the ideal place to build a more connected experience.

To drive adoption, we blended in-store, online, and personalized communication channels, guiding customers toward the app where they could access rewards, exclusive products, and engage more deeply with the brand.

Bridging in-store and digital

To connect the in-store experience with the digital world, we introduced an app clip—a lightweight version of the Foxtrot app—accessed through QR codes placed throughout our retail locations. Customers who scanned the codes could quickly sign up for a Foxtrot account, receiving a welcome gift as a thank you.

This approach wasn’t about pushing app downloads right away. Instead, we focused on building a communication channel, gently guiding customers toward exploring the app and becoming more integrated into the Foxtrot experience.

Where web meets app

To engage our web-based audience, we introduced a dedicated Membership page on the Foxtrot website. The page highlights the program’s benefits, encouraging users to transition to the app to fully unlock their Membership. To make the switch more seamless, we offered a discount off their first order, with a direct link to the app store on mobile or a QR code for easy access on desktop.

Building intrigue

As users moved toward the app, we introduced subtle, alluring elements that piqued curiosity about Membership. Exclusive labels, locked products, and a dedicated member collection teased the full experience. These hints created a curiosity gap, encouraging non-members to explore further and uncover the full benefits within the Membership section of the app.

Making the leap into Membership

Inside the app’s Membership section, non-members are introduced to a program that offers more than just discounts. A persistent banner generates excitement and a subtle sense of urgency, encouraging users to complete their first pickup or delivery order. This nudge ensures they don’t miss out on a unique experience.

Creating a confetti moment

To enhance the feeling of ownership, we introduced a fun, interactive moment for unlocking Membership. When users met the eligibility criteria, the persistent banner in the Membership section turned into a slide-to-unlock button. This small but satisfying action created a sense of achievement and added a bit of delightful friction to the experience. Inspired by the IKEA effect, where people value things they contribute to, this moment deepened users’ connection to the program, making them feel more invested in their new membership.

Driving engagement

Membership immerses users in the brand experience. Upon joining, members gain access to exclusive products and benefits, reinforcing their sense of achievement. The rotating Membership collection—featuring new arrivals and limited-edition items—keeps curiosity high, motivating continued exploration. A free monthly café drink builds anticipation, encouraging members to visit stores for redemption while also driving word-of-mouth promotion. Throughout their journey, design elements like the Membership card and payment screen reinforce a sense of belonging and recognition.

Impact

Increased Customer Value: By guiding customers across various channels, Membership has encouraged more frequent and diverse purchases. Exclusive benefits have also prompted customers to explore Foxtrot’s evolving product lineup, boosting cross-sell and upsell opportunities.

Stronger Brand Loyalty & Advocacy: Membership has gone beyond a typical loyalty program, aligning with customer values and integrating Foxtrot into their everyday routines. This has helped build deeper loyalty and sparked word-of-mouth recommendations, expanding Foxtrot’s reach and contributing to its growth.

Valuable Data Insights: The refreshed program has attracted a broader range of customers, providing the company with richer data to better understand preferences and refine future strategies, ultimately enhancing the customer experience.