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Scene+ Loyalty Program
Analysis
Scene+ Loyalty Program: A Strategic Analysis
OVERVIEW
As part of my postgraduate studies in Strategic Relationship Marketing at George Brown College, I conducted a comprehensive analysis of the Scene+ Loyalty Program, focusing on its brand presence, partnerships, availability, and complexity.
CHALLENGE
Scene+ is a widely recognized Canadian loyalty program, offering diverse rewards across multiple industries, including retail, travel, dining, and entertainment. However, with increasing competition from other loyalty programs, the challenge was to assess how Scene+ maintains its relevance and competitive edge while ensuring seamless customer experience and partner integration.
APPROACH
Using a strategic marketing and CX-driven approach, I focused on the following key areas:
Market Research & Competitive Benchmarking – Evaluated Scene+’s presence compared to competing loyalty programs in Canada.
SWOT Analysis – Identified Scene+’s strengths, weaknesses, opportunities, and threats to determine growth areas.
Partnership Strategy Assessment – Analyzed the value of Scene+’s diverse brand partnerships and their impact on customer engagement.
Usability & Complexity Review – Examined how user-friendly the program is in terms of earning, redeeming, and integrating rewards.
FINDINGS AND KEY INSIGHTS
Strength in Multi-Industry Partnerships – Scene+ effectively integrates grocery, banking, dining, and travel partnerships, expanding its value proposition.
Customer Engagement Complexity – While the program offers broad redemption options, some users find the point system and partner-specific rewards confusing.
Opportunities for Growth – Scene+ can further enhance personalization, digital engagement, and user education to improve adoption and retention.
RESULTS AND STRATEGIC RECOMMENDATIONS
Based on my findings, I proposed the following:
Enhancing Digital & Mobile Experience – Streamlining in-app navigation and redemption processes.
Personalized Offers & AI-driven Rewards – Leveraging customer data for hyper-targeted loyalty incentives.
Simplifying the Rewards System – Making redemption more intuitive to improve user satisfaction.
CONCLUSION
Through this project, I provided strategic insights into Scene+’s positioning and partnership-driven customer loyalty model. My analysis reinforced the importance of seamless CX, strategic partnerships, and digital engagement in ensuring long-term loyalty program success.