Countrywide
Refreshing a content driven loyalty programme from the ground up.
The background
Countrywide, a co-operative for food service wholesalers, had a problem. It had developed a loyalty scheme, called InSeason, to reward cafés and restaurants for ordering from its member companies (independent wholesalers): but the scheme wasn’t attracting many members, and was struggling to deliver the engagement that the big food suppliers who funded the scheme expected.
The Strategy
Starting with strategy, we developed audience profiles and user journeys; mapped out the ideal-state loyalty ecosystem across paid, owned and earned channels; built a content strategy for each channel; and optimised monetisation opportunities
Brand
Edge started by refreshing the brand identity and created the digital design system for the new platform.
Digital experience
Using our UX strategy to underpin a UI re-design and we moved into re-platforming of the technical ecosystem: gradually moving away from an outdated stack that was unfit-for-purpose and replacing with a best-in-class, industry-specific solution with a dynamic content hub and adtech.
Content
We then moved into always-on content creation, fuelling the channel ecosystem with the content it needed to build a thriving, engaging and inspiring loyalty environment.
David Stretch
Marketing and Special Projects Lead
Initially we were thinking about how to use content to drive adoption of the programme but it was clear we need to step back and look at the UX and technology before tackling content. Edge nailed the integrated strategy creating a roadmap for the all stream and are now executing on their content strategy.
