Case study
Butcombe
Using Customer Insight to Shape A More Effective Loyalty Scheme
The Challenge
Butcombe Group wanted to better understand how its loyalty scheme was performing and whether it was delivering genuine value to customers. While membership numbers and usage data could show what customers were doing, the team wanted to understand why. The team also wanted feedback on the scheme’s identity, including its name and design, to ensure it reflected customer expectations and strengthened the overall proposition.
Our Approach
KAM conducted two in-venue focus groups with a mix of loyalty scheme users and non-users who regularly visit Butcombe pubs. Hosting the sessions in-pub allowed us to capture honest, in-the-moment reactions and encourage rich discussion around loyalty, value and customer expectations.
The groups explored perceptions of the existing scheme, the relative importance of different rewards and benefits, barriers to engagement, and how customers compare loyalty offers across hospitality and retail brands. Participants were also asked to review the scheme’s name, branding and visual identity, providing valuable feedback on how the proposition is communicated.
Outcome
The research gave Butcombe a clear understanding of what customers truly want from a loyalty scheme and, importantly, what is currently preventing greater engagement. The findings challenged the assumption that larger discounts are the key to driving loyalty. Instead, customers consistently prioritised simplicity, ease of use, quick rewards and clear value over complex mechanics and long earning journeys.
The research also provided valuable feedback on the loyalty scheme’s branding, naming and positioning, helping the team understand how customers perceive the proposition and what would make it feel more relevant and compelling. Most importantly, the project gave Butcombe a customer-led framework for the future evolution of the scheme. By understanding what drives sign-up, engagement and repeat usage, the team can confidently develop a loyalty proposition that strengthens customer relationships, increases visit frequency and delivers greater long-term value for both customers and the business.
“The stand out elements from our work with KAM has been the collaboration -with the whole KAM team. Thought the entire process KAM have been extremely proactive and customer centric and not afraid to challenge assumptions to get a greater result.
Beyond the research we have had advice and guidance is given along the way – it hasn’t just ended with the consumer insight being delivered, KAM have helped us share our offer and enabled us to make use of the research to maximise our impact.”
Cat Mosley – Chief Experience Officer
Who we help
Brands
As a brand or supplier in the dynamic world of UK hospitality and food service, staying ahead of trends and consumer preferences is crucial. We offer tailored insights and strategic guidance that enable you to make informed decisions, seize emerging opportunities, and create products that resonate with your target audience.
Operators
In the fast-paced world of hospitality and food service operations, delivering exceptional experiences while optimising efficiency is paramount. KAM provides you with the insights and strategies needed to streamline your operations, enhance guest satisfaction, and achieve sustainable success.
Service Providers
As a tech company, agency, or service provider, your role in the UK hospitality and food service sectors is pivotal. KAM Insight offers comprehensive insights that allow you to develop innovative solutions and strategies that cater to the evolving needs of your clients.