Creating Customer Personas of Loyalty Programs
To enhance the value of a shopping mall’s loyalty program, I created customer personas by analyzing purchasing behaviors captured through the mall’s super app. Using transaction data from a campaign sales period, I identified common shopping patterns among loyalty program members. For example, a frequent journey involved purchases in Apparel, followed by Miscellaneous stores, and ending at a supermarket.
These insights were used to define personas that informed marketing strategies and improved the recommendation algorithm’s coupon suggestions. The personas also enabled targeted tenant engagement, enhancing the customer experience and boosting tenant sales. Additionally, I performed statistical analyses to calculate the likelihood of purchases in specific segments based on prior transactions, helping refine future marketing efforts.
You can read more about this analysis in the Investor Relations report this project was showcased in the Earnings Release 4Q21 (p. 21) [direct link to the PDF].