The Challenge: The Elusive Extra Visit
In a commoditised market like petrol, our client, a market leader, had a critical blind spot. They couldn't answer the simple but pivotal question: "What would make our customers stop here one more time each month?" This wasn't an academic question; it was a multi-million-dollar blind spot that left them vulnerable to competitors and unable to strategically grow customer value.
The Latenta Approach: Mapping the Path to Loyalty
We deployed our proprietary Loyalty Ladder framework, a mixed-method approach designed to transform strategic uncertainty into a clear map of customer behaviour.
- Qualitative Deep Dive: We began with online focus groups, immersing ourselves in the customer mindset to identify the full spectrum of factors influencing their decisions.
- Predictive Modelling: We conducted a large-scale behavioural survey and built a suite of machine learning models to predict customer loyalty levels.
- Identifying the "Graduation" Triggers: The crucial step was modelling the specific, high-impact drivers that would motivate a customer to "graduate" to the next rung of the loyalty ladder.
Actionable Insight Delivered: A Tailored Strategy for Each Customer
Our analysis revealed four distinct loyalty segments, each with a unique psychology and behavioural patterns. For the first time, the client could see their entire customer base with perfect clarity and knew exactly which levers to pull.
- For "Advocates": Don't discount; recognise. They crave an elevated experience like exclusive app-only perks.
- For "Supporters": Don't just reward loyalty; reward spend. Their loyalty is conditional on tangible financial benefits like a free car wash with a minimum fuel purchase.
- For "Clients": Don't offer perks; fix the fundamentals. They need across-the-board service improvements before they can be persuaded to become more loyal.
- For "Customers": Don't assume loyalty; earn their trust. The priority is to prove the core offering's quality with incentives for a second chance.
The Strategic Impact: A Clear Roadmap to Increased Market Share
Latenta’s loyalty blueprint equipped the client to move from guesswork to precision-targeted action, with a clear path to achieving that "one extra visit per month."
- From Blindness to a Blueprint: The "black box" of customer choice was opened, providing a predictive model of customer behaviour.
- Targeted Strategy Development: The client can now design and deploy tailored strategies for each loyalty segment, massively increasing marketing effectiveness.
- Investment Optimisation: Resources can now be confidently directed towards the specific initiatives proven to boost repeat business and deliver the highest ROI.
Build Lasting Customer Loyalty
We transform market uncertainty into a clear strategic direction. Our Loyalty Accelerator™ help you decode customer behaviour and build the lasting relationships that drive sustainable business growth.
