Musgrave: Perfecting Customer Satisfaction

The Client

Musgrave Group is Ireland’s largest grocery and food distributor. It is also the parent company of SuperValu. With hundreds of stores throughout Ireland, SuperValu has served the Irish people for many years. It has become a well established landmark within communities across the country.

Musgrave logo

The Challenge

Musgrave wanted to improve and drive customer engagement around Real Rewards – SuperValu’s points loyalty program. Specifically, the goal was to create an impactful, engaging and relevant customer experience over the first 100 days after signing-up. This covered two key areas:

  • Improved onboarding was required as part of the registration process to demonstrate the full features of the SuperValu online account.
  • Further wayfinding and onboarding was also necessary to introduce users to all aspects of SuperValu’s online services.

Screenshot of the SuperValu Real Rewards website

The Process

Graphic Mint conducted an extensive User Research and Usability Study on the current system with real users. Insights gained from this, along with the client’s pre-existing customer personas, allowed us to develop a number of user scenarios to work with. These were used to explore the varied levels of engagement with their existing SuperValu online account.

We designed a new onboarding experience to highlight, explain and clarify all aspects of the User’s SuperValu account. Furthermore, we devised a series of lifecycle emails to engage customers at targeted times. These triggered emails were created to improve overall customer understanding of the available online services.

Part of this solution included a series of way-finding screens to improve interactions with the current website’s User Interface (UI). These changes and recommendations were tailored for new and returning users alike. At all stages of the process, we used user research and testing feedback to validate our Design decisions.

Collage of SuperValu related images including logo, loyalty card and website screenshots.

The Result

The new onboarding for the SuperValu account encapsulates all that SuperValu and Real Rewards has to offer its users. Graphic Mint’s Design solutions made it easier for the UX team at Musgrave to deploy this improved onboarding and email content across all of SuperValu’s digital channels. These customer emails help to better reinforce the unity of SuperValu’s online services and encourages return visits, and a greater customer reengagement.  As a result, Users now experience a better induction to their online account and are able to find even more great rewards from SuperValu than ever before.

What Clients Say

Musgrave Logo
“The work my team delivered with Graphic Mint has really helped improve the overall customer experience of Real Rewards. Customers are experiencing the maximum benefits of the scheme.”

Evelyn, Head of Marketing Customer Loyalty

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