The Challenge

Southeastern Grocers, Inc. (SEG) is the parent company of BI-LO, Fresco y Más, Harveys Supermarket, and Winn-Dixie grocery stores.

They needed to transition new and existing customers to a new rewards platform and launch a new loyalty program.

The Solution

We collaborated with Product, Engineering, and Business teams to develop a platform framework and design systems that could unite five brands and maintain consistency across both physical and digital touch points.

Vision & Planning

Journey Mapping

Collaborating, mapping, and guiding the rewards experience for a best-in-class loyalty experience.

From the user journey to the information architecture and launch plan, we focused on a digital strategy that ensured the best outcomes for internal teams and end users, no matter how they came in contact with the loyalty program.

Brand Extension For UI

Design System

We paired the new design system and information architecture with a platform framework to create modular design system.

This new design system united five different new rewards platforms, one for each of the four SEG brands plus the SEG parent website.

The design system was ADA compliant and mobile-first. It increased accessibility, consistency, helped development teams move as quickly as possible.

Best pRactices

Accessibility

We updated the SEG website design to meet WCAG 2.0 accessibility guidelines.

The new experience implemented WCAG 2.0 best practices and improved information architecture with mobile-first design practices.

We developed messaging to ensure everyone could enjoy their rewards.

User Interface

Rewarding Loyalty

The new loyalty experience onboarded new shoppers and transitioned existing shoppers onto a loyalty rewards dashboard.

Here, they could access their loyalty rewards points balance and new, exclusive discounts to be used at the register.

We developed new personalized deals on items customers were already purchasing through digital coupons and personalized special promotions.

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Launch

Results

Over 13 million shoppers love their rewards points!