Dahoon Lee


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  Based in London
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The State of Shopping Loyalty Today



Date06 FEB 2025 13 FEB 2025WeekWeek 1UnitMacro UX

TeamDahoon Lee, Dabeen Kim, Hsin-yu Wen (Sian), Jin Wang, Oluwabukola Elegbede (Bukola), Priyanka Goel, Shivangi Gadhoke, Uday Goel, Xindi Zhang (Cindy), Yulanxi Jiang (Lancy), Zetong Zhang (Zoe)
BriefDesign a shopping loyalty system or rewards scheme run by local plants.
In short
    • Reimagined loyalty programmes through local plants, with a focus on sustainability and inclusion.
    • Researched Sainsbury’s Nectar using interviews and AEIOU to analyse business and user behaviour.
    • Proposed nature-connected ideas like guerrilla gardening and plant adoption.




    The Current Landscape of Loyalty Programmes


    Sainsbury’s Nectar and Tesco’s Clubcard © Sainsbury’s and Tesco


    Supermarkets across the UK are locked in fierce competition. Our group aimed to redesign shopping loyalty schemes through the lens of local plants. This presented an opportunity to address broader concerns often overlooked by conventional loyalty programmes—such as environmental impact, sustainability, and inclusion of marginalised communities.

    Our creative partner was Sainsbury’s Nectar. Alongside Sainsbury’s, we also explored Tesco, another major player in the UK market. While Tesco launched its Clubcard in 1995—making it one of the country’s oldest loyalty schemes—Sainsbury’s introduced Nectar in 2002.



    Desk Research


    Sainsbury’s Business Model Canvas © Group Plant Points


    We focused specifically on Sainsbury’s Nectar from a business perspective. Using the Business Model Canvas, we analysed the structure of the business and found that Nectar was integral to the company’s value proposition, helping to build long-term customer relationships.

    Meaning of Nectar


    The word “nectar” refers to the sweet substance within flowers that attracts animals and insects, aiding pollination. This branding fits well with the programme’s benefits—discounts and tailored offers for loyal customers. Just as bees help spread pollen while collecting nectar, the relationship between Sainsbury’s and its customers is mutually rewarding.

    Store layout of Sainsbury’s © EdrawMax
    Store layout of Tesco © Mumsnet

    We also compared the typical layouts of Sainsbury’s and Tesco stores. Fresh produce such as vegetables and fruit is usually positioned at the entrance to convey an impression of quality. In contrast, non-food and frozen products are typically placed further inside the store.



    Sainsbury’s Field Research


    User Inverview © Video by Cindy
    User Inverview © Video by Cindy

    We conducted on-site interviews with customers exiting the Sainsbury’s Elephant and Castle Superstore near LCC. We asked about their use of loyalty programmes, the connection between loyalty schemes and sustainable products, their awareness of eco-friendly goods, their overall shopping experience, and their relationship with nature.


    The responses revealed that people were generally aware of environmental issues and willing to take action. However, the high price of eco-friendly products often discouraged them from making sustainable choices. Interestingly, many participants said they would like to be a flower—such as tulips, sunflowers, or roses. This showed us that plants are emotionally meaningful to people, not just consumable objects.

    AEIOU, Sainsbury’s in-store experience © Group Plant Points


    We also applied the AEIOU framework to observe customer behaviour across different store touchpoints—including battery and filter recycling bins, product displays, shopping routines, and checkout experiences.



    Initial Questions and Ideas


    Nectar can encourage repeat purchases and return visits, ultimately leading to increased revenue © Group Plant Points

    One of the early questions we asked was: “Does the Nectar programme actually benefit the company?” Our analysis suggested that it does. While general customers shop at full price, Nectar members gain access to exclusive discounts, encouraging repeat visits and purchases. This in turn boosts overall revenue and builds customer loyalty. Additionally, the data collected through purchases can play a key role in business strategy.

    Guerrilla gardening © Kiran Dhall
    Flowers bloom in unexpected places in New York City. © Lewis Miller.
    Tree kit © Tree Planet
    By adopting a plant, people can help restore forests © Tree Planet

    In terms of design direction, we explored various references. What stood out to me personally were themes around “community” and “planting.” I was particularly intrigued by “guerrilla gardening”—an informal practice where individuals plant flowers or greenery in unused urban spaces. We considered whether a similar approach could introduce nature inside and around the store. In Korea, a social enterprise called Tree Planet sells potted trees, and the proceeds are used to restore forests affected by disasters. This kind of system—where customer action directly benefits nature elsewhere—inspired us deeply.



    At the Start


    Our ideas were broad and imaginative, but not yet clearly defined in terms of message or user impact. Much of our thinking still stemmed from a human-centred perspective. In future, we hope to shift towards a de-humanised approach—asking, “What if we could interview a plant?” This would involve a deeper observation of plant behaviour and mechanisms, treating plants as active agents rather than passive elements of design.



    Reference


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