Designing a Tiered Loyalty Program – ConCom
Project Details
Name
Fordham University – Customer Loyalty Programs (Concept Simulation)
Tools Used
Strategic Framework Design, Gamification, CRM Loyalty Models, Tiered Benefits, Consumer Psychology, Partnership Strategy, Behavioral Marketing
Overview
As part of the Customer Loyalty Programs course, I co-led the design of a scalable, behavior-driven loyalty program for ConCom — a conceptual platform offering local chore-based services. The goal was to increase customer retention, incentivize multi-service usage, and unlock new revenue through memberships.
My Role & Strategy
I structured a tiered rewards program (Basic, Premium, Premium Pro) using behavioral segmentation and reward psychology to drive frequency, cross-category adoption, and emotional loyalty. We applied a four-phase strategic framework — Acquire, Inspire, Engage, Affirm — and designed program elements including referral bonuses, service-based multipliers, cash credits, and milestone gamification. We also partnered mock suppliers (e.g., HelloFresh, PetNanny, Massage Envy) to simulate real-world reward burn opportunities and service bundling.
Key Technical Elements
- Tier-specific reward engines with dynamic point multipliers
- CRM-aligned gamification mechanics including welcome bonuses, achievement “bells, ” and tiered unlocks
- Engagement strategies through lifecycle email marketing (e.g., “You could’ve saved $X”)
- Adoption tracking metrics: activation, frequency, redemption, partner lift
- Partner network mapping for referral and bundle-based loyalty touchpoints
“I don’t just market—I build systems that move people and performance. ”
Rhea Shah
Marketing Strategist
Outcomes
- Designed a fully tiered loyalty model to increase customer retention by 80% and drive 25% lift in cross-service bookings
- Built a pipeline of at least 5 new service categories for future expansion and personalized reward targeting
- Proposed marketing automation and reward customization for ongoing user delight and loyalty tier mobility
This project showcased my ability to integrate reward strategy, service design, and consumer insight into a seamless loyalty experience — balancing user value with business impact.
Impact
The research-led strategy led to actionable changes in menu design, pricing communication, and student outreach. As a result, the café saw a notable rise in positive feedback, improved meal plan perceptions, and increased student engagement within just weeks of implementing the recommendations.
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