Engaging users with a new loyalty program

Zoetis Petcare's CAD reward and loyalty program exists on an individual, product-brand level that lacks consistency and execution from a communication standpoint.

Zoetis wants to create a fully integrated Cross-CAD pet Loyalty Program that unites the product-brands to provide a more engaging, differentiated, and beneficial experience for pet owners that goes beyond a transactional redemption experience.

Project Annotations

project goals

Objectives

Create a new and differentiated Pet Owner loyalty program

A unified experience

Introduce a unified Zoetis CAD loyalty experience for pet owners

A simplified loyalty experience

Simplify the loyalty experience

Transition current members

Successfully transition current reward and rebate program members to the new Zoetis pet owner loyalty program

my plan

Concept

Zoetis is centered around pets. However, it also extends out to their owners and vets. Pet owners want the best for their pets’ health. That's why they will invest in the top veterinary care around.

The Loyalty program will reward these pet owners and vets for their efforts to ensure the best quality of life for pets. For every dollar an owner spends on their pet, they earn a “paw” towards their pets’ wellness. These paws can be applied to visits at the vet, wellness activities, and Zoetis medications to help achieve a pet’s health goals. The number of paws rewarded is dependent on how active an owner is in uploading receipts of purchased Zoetis medications.

Home

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User Journeys

Pet Owners

Vets & Staff

Insight

The ultimate reward for pet owners is knowing that they are making positive contributions to their pet’s wellbeing.

Audience

Zoetis wants to relentlessly improve and protect the wellbeing of pets, owners, and vets.

Pet Owners (New Members and Transitioning)

Want to improve their ability to provide their pet with the best quality of life

Vets

Looking to make it easier for clients to manage the wellbeing of their pets

The Loyalty Ecosystem

Converge individual brand programs into a cohesive platform for engagement and rewards

Sign in/registration

Upon registration, Pet Owners must provide the required information for the rewards program.
Pet Owners will be able to add Pets.
For Pet Owners who registered on another application, the system will prompt an appropriate message and offer the Pet Owner login.

registration

Pet and Owner profiles

An Owner can add a pet to their profile.

profile

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profile

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Points earning through the purchase

Upload a receipt to receive points per purchase.
Pet Owners who spend X amount over a certain period will unlock Paw points to use on their pets.

points

Points tracker, points bank

Dynamically reflects both accumulated points and cash equivalency based on user receipt upload history. Paw point value will vary depending on proof of purchase input into the system via receipt upload. Fifty paw points are equivalent to $5.

points bank

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points bank

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Receipt scanning for rewards submission

Pet Owners can select a Pet and Product.
Each reward entry requires users to enter a product as well as information about its dosage and quantity.
Options to upload, email, scan, or mail a receipt for the submission will be presented.
Receipts are attached to a Pet Owner’s reward submission.
Upon verification, rewards are credited to a Pet Owner’s account and the reward is marked as approved.

scanning

Transaction history

Past and pending reward transactions are viewable here.
Pet Owners will be able to review transaction history by product or for all products.
There is the ability to review a summary of reward points/totals.

history

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history

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Key Findings

Provide greater clarity about how the program works on the site (home page and FAQ) and in messaging/advertising (posters and brochures).

View a step-by-step outline of the program: