Whitecap Canada Inc. Helps Maple Leaf Consumer Foods (MLF) Introduce and Enhance Web-Based Customer Loyalty
Background
In 2007, Whitecap assisted MLF in the design, development and implementation of a web-based virtual world for children, Schneiders Lunchmate City (www.LunchmateCity.com). The application allowed kids, the primary market for Schneiders Lunchmate Snack Products, to register, deposit loyalty points (Lunchmate Bucks) and purchase rewards from program partners.
Challenge
Since 2007, competition in the realm of virtual worlds and games for children on the web has steadily increased. Although Lunchmate City was initially a success, it was becoming challenging to grow and retain a user base of loyalty program customers in this competitive environment. MLF needed a way to make the site more engaging, fun and interactive for children.
Solution
Whitecap conceptualized a new approach to engage children: to make the virtual world interesting and relatable by closely mimicking real-world interactions and activities. The first foray into this was to change the way that the children would customize their avatars within the virtual environment. Whitecap designed and developed a virtual clothing store, where user avatars can visit, browse and try on different options in a fitting room and ultimately purchase their selections. The formerly primitive avatar builder was enhanced to incorporate real-world concepts like a 3-D bedroom environment that users could navigate and explore, increasing the overall level of interactivity and engagement on the site.
Whitecap also created two additional virtual stores, Sporting Goods and School Supply, from the design of the
3-D environments to the items being sold. To motivate exploration and enhance interactivity, hidden animations were developed, which are revealed as the kids explore each virtual location.
Results
The new virtual world design has been extremely effective at improving retention of users in the web-based loyalty program; both the duration and frequency of visits to the site by users have increased significantly since the launch.
Further, the concept of having the users purchase virtual items with their loyalty points has allowed MLF to decrease the liability associated with the loyalty program while at the same time increasing engagement and interest. In the first week of the launch, over 100 virtual items were sold, without any advertising or special promotion of the new functionality.