Dan Murphy’s

Full redesign of My Dan Murphy’s and customer lifecycle strategy

Loyalty & Reward Co were brought on to conduct an extensive redesign of the My Dan Murphy’s loyalty program to drive membership growth and increase engagement with their member base of over 2 million.

Our team worked with Dan Murphy’s to conduct a review of their member engagement program, including market research of members and internal stakeholders, and the evaluation of competitor programs. The team used these insights and industry best-practice to provide recommendations supported by commercial modelling.

This was supported by an execution plan for the implementation team, and a member lifecycle marketing strategy covering welcome, on-boarding, growth, retention & win-back activity. The My Dan Murphy’s program has gone on to become an excellent example of a program provides effective communications and evolving offers and engagement.