crafting a winning discount program
Case Studies
The Brief
The strategic objective of this research was to understand the needs, preferences, and experiences of frontline workers in Australia. This informed the development of a relatively new and distinct discount card programme. The intended business outcome was to formulate a unique selling proposition that stood out in the market that resonated across various sectors.
The strategic objective of this research was to understand the needs, preferences, and experiences of frontline workers in Australia. This informed the development of a relatively new and distinct discount card programme. The intended business outcome was to formulate a unique selling proposition that stood out in the market that resonated across various sectors.
The approach
The research methodology involved two qualitative focus groups each lasting 90 minutes with a total of 18 frontline and emergency services workers and volunteers. Participants were recruited through an online screener survey, and each received an incentive for their participation. This approach was selected to ensure a diverse range of insights, critical for meeting the strategic objectives of the project.
The research methodology involved two qualitative focus groups each lasting 90 minutes with a total of 18 frontline and emergency services workers and volunteers. Participants were recruited through an online screener survey, and each received an incentive for their participation. This approach was selected to ensure a diverse range of insights, critical for meeting the strategic objectives of the project.
The challenge
The primary challenge faced in this research was recruiting a diverse mix of frontline workers from various sectors, including emergency services, healthcare, aged care, and others within a short timeframe. Ensuring a diverse sample was crucial to gain comprehensive insights about the preferences and behaviours surrounding the use of discount programmes among these different sectors.
The primary challenge faced in this research was recruiting a diverse mix of frontline workers from various sectors, including emergency services, healthcare, aged care, and others within a short timeframe. Ensuring a diverse sample was crucial to gain comprehensive insights about the preferences and behaviours surrounding the use of discount programmes among these different sectors.
The insight
The research revealed that instant rewards and discounts were significant motivators in brand loyalty and choice. Participants emphasised the value of 'genuine' discounts, sector exclusivity, cashback options, notifications/alerts, and a broad range of brand choices. There was a clear preference for personalisation and regular reminders, indicating a desire for an engaging and user-friendly programme experience.
The research revealed that instant rewards and discounts were significant motivators in brand loyalty and choice. Participants emphasised the value of 'genuine' discounts, sector exclusivity, cashback options, notifications/alerts, and a broad range of brand choices. There was a clear preference for personalisation and regular reminders, indicating a desire for an engaging and user-friendly programme experience.
The outcome
The research provided vital insights into the factors influencing the adoption and usage of the discount card programme among Australian frontline workers, laying the groundwork for a differentiated market proposition. The insights led to the recommendation that the discount programme should meet key identified needs around usability, discounting, and security, and that it should mirror similar programmes to build trust and encourage action among the target audience. Effective communication strategies, including word of mouth, employer channels, and social media, were advised to reach and engage the audience effectively.
The research provided vital insights into the factors influencing the adoption and usage of the discount card programme among Australian frontline workers, laying the groundwork for a differentiated market proposition. The insights led to the recommendation that the discount programme should meet key identified needs around usability, discounting, and security, and that it should mirror similar programmes to build trust and encourage action among the target audience. Effective communication strategies, including word of mouth, employer channels, and social media, were advised to reach and engage the audience effectively.
