Bain · Strategy · Medium · 25-35 min

Loyalty Programme Overhaul at a GCC Hypermarket

The brief

A GCC hypermarket chain — 220 stores, 9M loyalty members of which 70% have not transacted in the last quarter, NPS 14, average basket AED 95. The board wants 'a world-class loyalty programme' rebuild. The CMO is pushing tiers and gamification; the CFO is pushing for a points-cost reduction. You are advising the CEO on what would actually move basket size and retention, not signups.

Where strong candidates start

• Reframe the success metric — incremental margin per active member, not signups or redemption rate
• Decompose the 70% inactive base — lapsed, dormant, never-active — and pick the addressable segment

The full evaluation rubric — including the signals interviewers reward and the red flags that sink candidates — is revealed in your scored report after a live run.

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