Customer loyalty strategy
Background
Redbubble is a print-on-demand marketplace that gives independent artists a meaningful new way to sell their creations to customers through Redbubble’s website and apps.
Context
In 2019, the average orders per customer each year was 1.11. While repeat customer purchases growth in 2020 was at or above the growth of first purchases2, the COVID-19 pandemic meant that millions of new customers found Redbubble (particularly through the launch of masks), and there was an opportunity to further build the brand and foster loyalty.
Process and actions
Bringing together my experience as a strategy consultant, functional lead at a tech company, and as a product manager, I lead a team of researchers, designers and strategy folks to identify the highest impact, most immediate opportunities to move the dial on customer loyalty. Over a three month detailed discovery project, the team:
Performed new user research and leveraged existing research to structure 60 straightforward and simply-explained loyalty opportunities to facilitate cross-functional discussions
Hosted a series of internal interviews and workshops (with approximately 30% of the company involved) to collect information from subject matter experts and drive buy-in
Prioritised the opportunities using capability gap analyses, the Kano method, and feasibility assessments (partnering with engineering and functional teams)
Led executive discussions to ensure alignment and collect feedback
Impact
As Redbubble is a publicly-traded company, there is limited shareable information at this level of detail.
Ultimately, the team and I created:
A set of proposed focus areas for the business, all of which included details on leading metrics, possible new solutions, a record existing in-flight work, and likely dependencies
A cross-functional roadmap that set operational teams and product teams up with immediate and future work to increase customer loyalty