The retailer leveraged customer research, focus groups and behavioral testing to create the new program.

At Home executives felt that both customer expectations and the broader loyalty landscape had evolved past its Insider Perks program, so the new program’s customer focus is designed to help it keep up with the pace of change.

The retailer combined multiple forms of research to develop Design Rewards, according to Coulson. The retailer worked with loyalty and CX partners to conduct research about both customers and existing loyalty members to understand how shoppers used the then-current program.

“That included customer research and focus groups, CRM and behavioral testing to understand engagement and offer responsiveness, and a conjoint study that allowed us to evaluate which benefits customers valued most and the trade-offs they were willing to make,” Coulson told sister publication CX Dive.

At Home’s investigation encompassed the broader loyalty landscape as well, according to Coulson. The retailer looked at programs within and outside of the home retail industry to better understand where its loyalty program was succeeding and where customer expectations had changed.

“Together, those inputs helped us identify some consistent themes: Customers wanted value that was easier to understand and provided a greater recognition for their loyalty,” Coulson said. “Those insights became foundational to the design of Design Rewards.”

Moving forward, At Home will develop an ongoing customer community and panel to help it gather regular feedback, according to Coulson. The company is taking inspiration from consumer communities to build its loyalty platform where customers can share ideas and experiences.

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