Seagrass
Grade partnered with Seagrass Hospitality Group to unify their legacy loyalty programs into the Dining Rewards Club (DRC), simplifying the customer experience and launching an entirely new loyalty model into the market.
- UIDesignUXBrandApp Build
- info.diningrewardsclub.com
Seagrass Hospitality Group were facing a significant challenge, with outdated and fragmented loyalty programs split across multiple brands and touchpoints.
Each brand within the group operated independently, with its own rules and systems, creating a complex and disjointed experience for both customers and operators. The challenge was to unify these programs into a single, efficient, and customer-centric loyalty system that could offer a more consistent, personalised and valuable experience.
Bringing all Seagrass brands under a single umbrella created an opportunity to build a more efficient and unified loyalty program that would not only streamline the customer experience but also provide Seagrass with valuable insights into customer behaviour and preferences, ultimately driving increased frequency, average spend, and cross-selling opportunities.
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Solution
Leveraging a brand new loyalty engine, Grade created a custom-built application that consolidated each individual brand’s systems and front end into one cohesive program, allowing a true 360 degree customer view.
Through the new program, new customer insights were gained leading to increased opportunities to build loyalty via cashback and cross sell opportunities across all group venues, creating a seamless and valuable experience for members.
The DRC also integrated with online booking and ordering platforms and in store POS terminals, allowing members to earn and redeem cashback during online and in store transactions, enhancing convenience and efficiency. The program simplified registration, account management, and payment processes, empowering customers and reducing manual work for operators.
A refined UI design ensured Seagrass’ standing in the market was strengthened not only across individual Seagrass brands but as one powerful, consolidated whole, creating opportunities for continued expansion via new brands and additional global markets.
Provided project management across multiple stakeholders and third parties
Complete application UI and UX, design, branding and build
Created a simple to use cross channel DRC membership application, designed for on device installation but also usable on desktop
Simplified sign-up and authentication via SMS, removing the need for complex form filling and allowing users to join instantly ‘in location’ with their phone
Integration with a complex backend data lake system integrating multiple 3rd party supplier data and touchpoints
Integration with 3rd party online booking and ordering systems
Integration with in store POS terminals for earn and burn loyalty activities
Hosting and deployment on Firebase, integrating seamlessly with larger Google Cloud based data lake project
Implemented SEO and site content optimisations to increase search engine ranking
Created an ongoing plan for support, maintenance and new feature rollouts
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Results
Already, Seagrass has witnessed numerous qualitative successes since the program’s recent revamp.
Customers have praised the ease of registration, account management, and the efficiency of cashback transactions, leading to a more satisfying and efficient experience.
Operators have also benefited from reduced manual work, allowing them to focus on delivering superior customer service. And the aggregation and consolidation of customer data is providing the Seagrass team with valuable early insights around customer behaviour, signalling exciting potential for future data driven marketing campaigns.
Further enhancements already underway include more tailored offers and rewards, gamification elements, and global expansion of the program to Seagrass venues in South Africa, London, and the Middle East.
The Grade team has not only been lovely to work with but very clear, experienced, and knowledgeable in the area.
They embraced the challenging, agile nature of the project, offering valuable suggestions and ideas as it evolved. They rarely said 'no' to our requests and consistently found solutions. We're thrilled with the results and look forward to continuing our partnership with Grade to enhance the program and front-end.