New parents want to make sure they're doing the best for their baby in every way. Kimberly-Clark helped accomplish this with their previous Huggies rewards program, which simplified a parent's busy life while rewarding them for purchasing products they've come to know and trust for their little ones. But how could Kimberly-Clark revamp their loyalty program to help parents save money, get more products, and help other moms in need in a streamlined and mobilized way?
Kimberly-Clark innovated their customer rewards process through new loyalty technology. They needed to develop an app that would support their new loyalty program initiative of uploading receipts instead of PIN code entry, which would save the company money annually. It was crucial that this revitalized program drove engagement, supported customer acquisition and growth, and created lifelong customers. Their challenge? Time, because the Huggies Rewards app would need launch the same day as the new loyalty program.
Overall, the goal of the Huggies Rewards app was to create a seamless transition from user PIN code entry to receipt uploading without causing a major rift among current rewards members. It was critical that this app delivered a delightful, easy-to-use experience to both loyal and new rewards members.
Huggies wanted to be the Mom-and-mobile first solution for loyalty by bringing in new and innovative ways of engaging the modern Mom. To do this, they needed an efficient app with exceptional UX that drove higher ROI on purchases of KC products, but not at the cost of a new parent's wallet. What Huggies needed was to be seen as the next generation of loyalty engagement.
Through discovery sessions, lo- to hi-fi concepting and prototyping, a receipt scanning workshop, and several rounds of user testing, the Huggies team was able to gain user insight, validate flows, confirm features, and help inform the future roadmap of this app. These strategies led to focus on the following features:
-Front and center earn feed with ways to earn points, allowing users to streamline the information they want access to the most.
-Easy search and visually rich redeem feed, creating a beautiful mobile experience for the user.
-Profiles for both Mom and babies.
-Rotating feature promotions.
-Push notifications to highlight important information in real time.
The Huggies Reward app allows users to earn points from product purchases by uploading a photo of their receipt or by linking a store loyalty card to their account. Additional opportunities to earn points include reading and viewing content, checking in at retailers, taking surveys, and more. Rewards members can then redeem their points for diapers, digital or physical merchandise, enter sweepstakes, or even donate diapers to babies in need.
The features included in the Huggies Rewards app set the program ahead of the competition regarding apps in the same market. For example, earning points for taking surveys, watching partner content, sharing location, as well as loyalty linking and POS research are all features included in the Huggies Rewards app that aren't included in the Pampers Rewards app, Kimberly-Clark's closest competitor.
The app also improves KPI and analytic results, encouraging users to location share and take surveys. The ability to give feedback without roadblocks means a higher likelihood of increased feedback and the ability to further improve the app based on consumer's needs in the future.
While most apps have a steady or declining rating in the app store after launch, the Huggies Rewards app continues to increase their App Store star rating. The app is currently at a 5-star rating in the App store, nearly 300% more than the ratings of competing apps.