More targeted and structured work with loyalty programme


Design Museum Denmark (DMD) wanted to work in a more targeted and structured way with their loyalty programme. To support this process and develop a strong loyalty concept, DMD needed a range of insights into the market as well as their customers and potential customers. Key questions included: How great is the potential of a loyalty concept? What basic cultural consumption needs should a loyalty programme address? And what benefits create the most value for customers?


To answer these key questions, Epinion developed a design that used a combination of data collection methods to quantify and estimate the potential of a loyalty concept, but also to get an in-depth understanding of the customers’ basic needs and drivers for loyalty concepts in the cultural market. We first conducted 1,365 online interviews collected representatively to reflect the Danish population. Based on this survey, 16 participants were selected, representing different aspects of the potential of a loyalty concept. The 16 participants were invited to join the online forum, which ran for about 10 days. Here we had the opportunity to get a more detailed and more contextual understanding of the role that cultural consumption plays for people – on an individual level as well as on a social level.


The study showed a high level of potential of a loyalty concept. It identified five basic needs that people seek to have met in cultural consumption, which a loyalty concept could usefully tap into to increase relevance, sales and loyalty potential. Furthermore, the study identified some key areas for action in terms of DMD’s strategic work on their positioning and value proposition as well as concrete input for prioritisation of benefits.

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