Loyalty Program Redesign & Multi-Channel Marketing

The Challenge

Iowa City Coffee Company operated four locations across North Liberty and Iowa City with inconsistent branding and an underperforming loyalty rewards system. The existing program was complex, confusing for customers, and failed to drive repeat visits or increase average transaction values.

Key pain points included:

• Fragmented brand experience across four separate websites
• Loyalty program with high friction and low perceived value
• Inconsistent marketing materials across locations
• No unified digital strategy across web, social, and email channels
• Lack of design standards for seasonal campaigns

Research & Strategy

I began with comprehensive customer research through multiple methods:

Observational Research

I spent several days observing customer interactions at the POS during checkout. Key findings:

• Most customers ignored the sign-in/sign-up prompts and went straight to "pay now"
• Very few customers who did sign in actually redeemed their Perky Points
• The check-in process added friction to the checkout experience

Customer Survey Results

Direct customer feedback revealed major pain points:

• Unreachable rewards - Points thresholds were too high
• Point expiration - Customers frustrated that points expired after 6 months
• Lack of understanding - Many didn't know how the program worked
• Low awareness - Even more didn't know the program existed

Data Analysis

Sales data comparison revealed an opportunity:

• Non-loyalty customers made up a higher percentage of transactions
• BUT loyalty customers had higher average transaction values
• Clear potential to convert more customers to loyalty program

My Approach

Platform Assessment

I analyzed the Square POS loyalty system capabilities and constraints:

• Could create unlimited reward tiers
• Reward types limited to: free items, percentage off, or dollar amount off
• Flexible points earning structure (customizable dollar-to-points ratio)
• Need to work within platform constraints while maximizing value

Loyalty Program Redesign

I restructured the entire rewards program based on research findings:

• Simplified point structure: Clear 1 point = $1 spent ratio
• Achievable reward tiers: Lower thresholds for first rewards to build engagement
• Eliminated point expiration: Removed the 6-month expiry that frustrated customers
• Birthday rewards: Added special perks to build emotional connection
• Surprise mechanics: Random rewards to create delight moments
• Streamlined check-in: Faster enrollment and redemption process

Brand Unification

I established comprehensive brand guidelines and design systems that ensured consistency across all four locations (Java House Coffee Roasters and Heirloom Salad Company):

• Unified WordPress template system for all four websites
• Standardized color palette, typography, and visual language
• Reusable content modules for promotions and seasonal campaigns
• Template library for in-store signage and print collateral

Multi-Channel Marketing Execution

I led creative strategy across all digital touchpoints:

• Web: Redesigned and maintained four location websites with consistent UX
• Email: Built automated flows (welcome series, loyalty updates, point notifications)
• Social: Created monthly content calendar with photography direction and community management
• Paid Media: Designed ad creative for Google Ads and Meta campaigns
• Video: Produced promotional videos for social and in-store display
• Print: Designed seasonal promotional materials and in-store signage
• In-Store: Created comprehensive launch campaign with signage, staff training materials

Launch & Results

POS Interface Redesign

I redesigned the customer-facing loyalty interface on Square POS to reduce friction and increase engagement:

POS interface design showing simplified sign-up, clear point display, and streamlined redemption flow

Key UX Improvements:

• Reduced sign-up friction with clear "Sign up to get Loyalty Perky Points" messaging
• Prominent point balance display so customers always know their status
• Visual reward cards showing exactly what's available and how many points needed
• One-tap redemption process (down from multi-step flow)
• Clear confirmation screens with "Transaction Complete" feedback
• Receipt integration showing points earned and total balance

Launch Strategy

The revamped program launched with a comprehensive marketing campaign:

• Email announcement to existing customer database
• Social media campaign across all platforms
• In-store signage and promotional materials
• Staff training on new program features and benefits
• Educational content explaining how to earn and redeem

Measured Results

First Month vs. Last Month Performance:

Loyalty Engagement Growth:

• Month 1: 36% of sales from loyalty customers
• Month 12: 62% of sales from loyalty customers
• Result: 26% increase in loyalty participation

Average Customer Spend Increase:

• Month 1: Loyalty customers spent $34.33 average
• Month 12: Loyalty customers spent $40.65 average
• Result: $6.32 increase per transaction (18.4% growth)

Total Sales Impact:

• Month 1: Loyalty sales totaled $177,051
• Month 12: Loyalty sales totaled $241,682
• Result: $64,631 increase in loyalty-driven revenue

Continuous Improvement

Post-launch, I maintained an iterative approach:

• Ongoing customer feedback collection
• Monthly performance monitoring and reporting
• Seasonal reward offerings to maintain engagement
• Regular updates to keep program fresh and relevant
• A/B testing of different reward thresholds and types

Key Deliverables

Tools & Technologies

• WordPress (custom theme development)
• Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere Pro)
• Email marketing platform (automation and segmentation)
• Google Analytics (performance tracking)
• Google Ads & Meta Ads Manager
• POS system integration for loyalty tracking

Lessons Learned

This project reinforced the importance of customer-centered design in loyalty programs. By simplifying the user experience and focusing on perceived value over complexity, we achieved significantly higher engagement. The unified brand system also streamlined campaign execution, reducing update time by 40% while maintaining consistency across all locations.