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LINE it!Customer
A major retail group in Thailand (NDA)
Project Focus
In-depth audit and performance analysis of the company’s loyalty program
Project Goals
To define actionable recommendations for program redesign, enhance ROI, and lay the foundation for a scalable loyalty ecosystem.
Project Background
Our client—a large retail group operating across multiple regions—requested a comprehensive audit of its existing loyalty program. Although the program had already gathered extensive customer data and transaction history, it lacked clarity in ROI measurement, targeting effectiveness, and future scalability.
Our Solution
The project was structured into several critical phases:
- Expert interviews with marketing and CRM leads
- Understanding retail formats, regional performance, and current loyalty vision
- Defining key performance indicators (KPIs) and expectations for the audit
- Data collected and processed using our OLAP-based analytics engine
- Secure ingestion of over1.4 million transactions into a multi-dimensional cube
- Data verified for completeness, consistency, and analytical readiness
- Custom analytics engine configured with loyalty-specific measures and KPIs
- Behavioral segmentation of active and lapsed customers
- Analysis of spending trends, retention metrics, and cross-category behaviors
- Calculation of loyalty program effectiveness across formats and regions
- Identification of underperforming segments and over-leveraged benefits
- Delivery o fat least five strategic recommendations for improving the program, such as reward optimization, tier design, or communication adjustments
- Full audit delivered in PDF presentation, with supporting Excel files and visualized dashboards
- Executive summary with KPIs, segmentation logic, and clear next steps
- Final workshop with all stakeholders to validate insights and align future strategy
Project Outcomes
Thanks to FMF’s structured approach, the client received:
As part of the engagement, we also proposed strategic options for further deep-dive work:
For retailers looking to future-proof their loyalty programs,data is the most powerful asset. FMF’s loyalty audit methodology helps brands go beyond points and perks—into real customer value, retention economics, and profitable personalization.
Other Works