Gabe’s Unbelievable Rewards Launch
The Ask:
Loyalty members at Gabe’s are incredibly dedicated to the brand, making up a large majority of sales. The loyalty program, Unbelievable Rewards, was a one-size-fits-all program that was underutilizing the buying power of this demo, and so in 2022 we wanted to relaunch it.
The Vibes:
A new program would include tiers: the more you spent, the more you climbed the ranks and earned perks.
The Strategy:
As we brainstormed ideas, my designer and I settled on a “close the rings” type of gamification of spending. The rings would close based on the Points you earned, Coupons you earned, and how much money they needed to spend before the next tier. I overhauled the dated language of the previous program, and she walked through UX and developed iconography and color palettes accordingly.
To reflect the new program, all of the language and design on the app and website had to be similarly overhauled. Email templates were rewritten and redesigned, and a full-scale promotion (email, signage, overheads, app pushes, SMS) supported the initiative.
Rewards Tiers Welcome Emails
Rewards Tiers in App
In-Store Signage
The Result:
The program was a tremendous hit with consumers, some tapping out of the highest tier spend within the first three months. The refreshed design and snappier tone helped bring a new dynamic to the Gabe’s brand. From a creative standpoint, it was an example of the true synergy of design and UX, led tirelessly by my Associate Art Director, and copy/voice that ushered in a new personality for the brand. In the end it was incredibly successful on all accounts and a great project to work on.