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 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.
Graphic Mint conducted an extensive usability test on the current system with real Users. Insights gained from this, along with the client’s customer personas, allowed us to develop a number of User scenarios. These were used to explore the varied levels of engagement with the 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 wayfinding screens to improve interactions with the website’s User Interface (UI). These changes were tailored for new and returning Users. At all stages of the process we used user testing feedback to validate our Design decisions.
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 Musgraves to push for improved onboarding and email content across SuperValu’s digital channels. These customer emails better reinforce the unity of SuperValu’s online services and encourages return, and greater, customer engagement. As a result, Users now experience a better induction to their online account and are able to find even more great rewards from SuperValu.