We partnered with a leading Australian retail giant (Woolworths) to define the strategy, product, and go-to-market plan for their next-generation wallet. This project went beyond traditional transactions, creating a two-sided marketplace and ecosystem that connects customers with their local communities.
Woolworths engaged us to validate and define a winning strategy, product and go to market for their early idea of launching a wallet.
Our development of the wallet for Woolworths was grounded in extensive research. We conducted 26 consumer interviews, which included concept testing and feature definition/validation, to deeply understand user needs and preferences. We also reached 600 consumers for market validation testing, measuring real-world behaviour to validate our ideas.
We also conducted extensive research and validation on the merchant side: we interviewed 18 retailers to identify their pain points, define the go-to-market strategy, and refine the business model. This comprehensive research informed the development of Village, a wallet designed to foster stronger connections between customers, local merchants, and their communities.
For merchants, Village provides data-driven tools to create highly targeted loyalty programs, increasing customer engagement and retention. They gain valuable insights into customer behaviour, allowing for personalised offers and promotions.
For customers, Village offers a unique value proposition: the ability to support their local community with their spending. The wallet simplifies transactions, provides personalised rewards, and connects users with local businesses and initiatives, fostering a sense of belonging and shared purpose.
This two-sided marketplace creates a win-win scenario, driving business success for merchants, enhancing the customer experience, and promoting social responsibility. The Woolworths Wallet was recognised as Best Wallet APAC 2023, a testament to the power of customer-centric design.
A platform connecting customers and local merchants, fostering a sense of community.
Customers can support local businesses and initiatives with their everyday spending.
Merchants can create targeted loyalty programs based on customer behaviour insights.
Customers receive tailored offers and rewards, enhancing their shopping experience.
Customer opportunity
We discover that Australians crave a stronger connection with community and their local area
Merchants need
Merchants struggle to attract and retain customers in their local communities.
Atracting merchants
By crating a easy to use, mobile first and data driven tool to enable customer adquisition.
Customer hook
Offering tailored, variable rewards and loyalty programs across multiple local merchants.
We conducted 26 consumer interviews and reached 600 consumers for MVT (Minimum Viable Test). Based in this research we created an strategy to maximise customer engagement, incorporating behavioral design principles, including variable rewards.
This approach enhanced the wallet's value proposition and creates a mechanism for driving long-term loyalty by tapping into the psychology of intermittent reinforcement.
We designed a two-sided marketplace that seamlessly integrates into the wallet experience. This involved defining the features and functionalities that would enable merchants to create targeted loyalty programs and empower customers to support their local communities.
The ecosystem design was deeply grounded in our reasarch insights, that revealed a strong desire among Australians for stronger community connections and the challenges small merchants face in attracting and retaining customers.
A key element of Village's success was attracting small merchants to the platform. We achieved this by providing them with easy-to-use, mobile-first, and data-driven tools. These tools help merchants attract new customers, gain a clear understanding of their business data, and effectively manage their cash flow.
This approach was heavily informed by extensive research and iterative concept testing with more than 20 small merchants, ensuring the tools directly addressed their specific needs and challenges.
