Frequent Buyer Program

a hands-on blended learning experience

The pet supply company I worked for planned to revamp their frequent buyer program from a paper-based system to digital. To ensure a smooth transition, retail employees need to be prepared to explain and support customers with the new digital process.

The learning experience I designed includes:

a brief microlearning, introducing frequent buyer program concepts
a practical operations activity, providing hands-on practice with the new features
an in-person conversation practice, supported by realistic scenario-based situations

Articulate Rise (Microlearning) - Microsoft Visio (Analysis & Mapping) - Canva (Training Guides) - Camtasia (Tutorial Video)

Tools Used

Process

Solution

NEEDS ANALYSIS

I worked with retail employees and district leaders to determine how legacy frequent buyer programs are handled. I collaborated with project leaders and IT professionals to learn about the new features being implemented. From there, I was able to identify the main challenges and knowledge gaps that this transition would produce.

A Unique Challenge

Along with the changes to frequent buyer programs, the company was also launching a mobile app. The vision was to eventually integrate frequent buyer and future planned rewards into a cohesive rewards program via the app. As a result, I had to build this learning experience as a stand-alone module that could fit into a future curriculum after all program components launched.

MICROLEARNING

This blended learning program is designed to be completed in separate sessions rather than all at once. Spacing out the activities gives learners time to absorb what they’ve learned before throwing them into the next step. The first module is a brief microlearning introducing the basics of the program and the app, presented in a simplified way since the app was in its MVP phase.

Long-Term Usability

Learners match common customer questions with appropriate responses to reinforce understanding from the microlearning and introduce key customer inquiries, setting the stage for future activities.

Formative Assessment

Designed for both launch and long-term use, this microlearning introduces foundational frequent buyer concepts as well as new features, making it effective for all learners, new or experienced.

DESIGN

Learning Task Analysis

I developed scaffolded learning objectives to guide employees toward the ultimate goal: confidently informing and onboarding customers into the new frequent buyer program. Breaking the goal into manageable steps supports gradual learning, regardless of experience level.

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Conversation & Action Flows

I mapped out key customer conversations and operational tasks tied to the new digital frequent buyer program. This helped me assess complexity and prioritize actions essential to a smooth customer experience.

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OPERATIONS PRACTICE

It made more sense for employees to first learn how to perform the operations involved. They can better speak on the subject if they've already had practice with it. This experiential activity keeps learners engaged and active in the learning process using a social learning theory approach of observation, then imitation; with elements of social interaction included.

Watch, Then Try

The practice starts with a brief two-minute recording demonstrating the new operations involved with the program.

Employees then get to explore these features hands-on using the register's demo mode, allowing them to practice without risking sales discrepancies.

I designed an operations practice guide to increase accessibility for learners who prefer to follow written steps.

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Results and Takeaways

This large-scale project brought challenges, requiring adaptability and effective collaboration, especially when unexpected changes occurred. It also gave me the chance to practice training facilitation, which was outside my usual responsibilities.

After multiple iterations, testing phases, and feedback rounds, the final product equipped employees to excel at operating and communicating the company's new digital frequent buyer system.

Reaction

Learning & Development scored as the only department to receive a perfect 5-star rating in the employee post-launch feedback survey. Store staff expressed confidence and readiness for the program rollout.

Learning

I got to see how learners experienced the training first-hand. I led participant conversations with curiosity, and took notes of their observations and questions. This guided me when iterating on the training.

By the end of this process, learners were ready and excited for the upcoming frequent buyer changes.

Behavior

Employees were overall supportive of the frequent buyer program changes that were being implemented. Due to this, they were more engaged with the learning experience and excited to tell customers about the improvements. Some even went out of their way to create handmade signage to advertise what they learned.

Over 2,000 digital frequent buyer cards were created in the first week, with customer participation in frequent buyer increasing by 30% in the first month.

The 'upset customer' coupon code, designed to address negative reactions to the changes, was never used, indicating a smooth transition and positive customer reception.