A new loyalty programme mechanism
A programme to encourage repeat purchases, increase order frequency among regular customers and reactivate inactive customer segments.
Read the case studyCustomers & product
Personalised incentive programme
Personalised tasks to grow partner traffic: setting targets and bonuses for each partner–product combination and allocating the budget across the full programme period.
Project leadContext and challenge
The company acted as an intermediary in the partner traffic market, connecting traffic suppliers (sellers) with purchasers (buyers). Buyers provided the marketing budget for the incentive programme, while suppliers earned bonuses for completing personalised tasks to increase traffic volumes. A partner could work with several products, so terms had to be calculated separately for each partner–product combination. Funding covered eight to twelve months and needed to last for the full period while effectively encouraging additional traffic.
My contribution
I led the project and was responsible for the analytical design of the programme within the team. I developed a methodology for calculating individual targets, bonus eligibility conditions and reward amounts using traffic data. The calculations connected partner characteristics, traffic volumes by product, expected growth and budget constraints, so that the terms were attractive to participants and commercially sound for the business.
Approach and solution
Individual terms for each partner–product combination
- Based the calculations on partner traffic data for individual products. Differences in volumes and participant characteristics informed the tasks for each partner–product combination.
- Developed a method for determining each individual target, completion conditions and bonus amount. For the partner, the task linked a specific traffic volume to a clear reward; for the company, it connected incentive spending with expected growth.
- Connected the personalised offer, task completion and bonus award within one programme mechanism. Partners received tailored terms for their products and rewards for achieving the agreed result.
Budget allocation and bonus liability monitoring
- Accounted for the funding model when designing the programme: the bonus fund came from traffic buyers’ marketing budgets. Supplier incentives needed to support traffic growth for participating buyers within the available funds.
- Developed an approach to allocating the limited budget across personalised tasks over the programme’s full duration. Target and bonus calculations accounted for expected traffic growth and the need to sustain funding until the end of the period without overspending.
- Participation funnels, task progress and the effectiveness of partner actions were monitored to support the programme. Forecasting bonus liabilities and monitoring budget use made it possible to assess programme progress alongside its financial commitments.
Programme scale and development
- According to the project team, the programme included more than 70,000 personalised tasks and attracted 15% of the target market in one and a half months. These figures represent the team’s assessment of programme scale and reach.
- The mechanism continued to evolve: by the time this case study was written, the sixth generation of the programme had been launched. The approach gained traction in the market and was also adopted by competitors for their own incentive programmes.
Outcome
In the first month after launch, traffic volume for participating buyers grew by more than 20% compared with the previous month, despite an expected seasonal decline. The increase was sustained in subsequent periods. The programme brought the company additional traffic and enabled it to increase its market share.
This was a team project. Figures are based on the project team’s materials, with my role identified separately.
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I’d be happy to discuss working together
We can discuss ongoing collaboration, a project or a specific analytical task. Contact me by email or WhatsApp.
I live in Tbilisi, Georgia.
I am available for remote collaboration only and am not open to relocation.
I work under employment contracts governed by the Russian Labour Code, civil-law services contracts (GPH), employment contracts governed by the Georgian Labour Code, or as an individual entrepreneur registered in Georgia.