Case 1. How to sell a club membership card worth half a million rubles?
It is really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
— Steve Jobs
Create a new type of club card to increase the revenue of the program from card sales.
Strategy / Action Plan:
We decided to take quality, not quantity. Focusing on the segment of top guests, we identified the necessary components and came up with a map with a useful and unique set of business privileges worth 500,000 rubles per year. Then we made a portrait of the guest and a potential customer base, as well as a sales plan – from the call script to signing the
contract. It WORKS! The map successfully has been working for three years now!
Annual revenue growth of 17%-19%.