Shop+

Context

Shop+ is a loyalty program built within AbasteceShop to increase user activation, retention, and purchase frequency through rewards, challenges, and progress-based incentives.

My Role

Designed the end-to-end Shop+ experience, defining loyalty mechanics, user flows, challenge structures, and interfaces that translate complex reward rules into clear and scalable interactions.

Duration

Feb - Dec 2025

The trigger

We were facing low purchase recurrence and weak activation, which exposed a gap in consistent buying behavior.
Market analysis showed that structured loyalty and cashback programs were already standard among major B2B competitors. At the same time, user interviews repeatedly highlighted an expectation for tangible rewards, a common dynamic in wholesale commerce that was missing from our platform.
Together, these signals made the need for a structured loyalty system clear.

Phase 1 — Points-based cashback

Instead of launching a complex loyalty system from the start, we began by validating the core hypothesis: would financial incentives increase purchase recurrence?

We introduced a simple points-based cashback model:

Users earned points on every purchase
Points could be redeemed for discounts or rewards
The goal was to measure impact on repeat purchase behavior

This phase allowed us to test incentive elasticity before adding gamification or layered mechanics.

Phase 2 — Introducing gamified challenges

While the points-based cashback validated that financial incentives worked, engagement was still passive. Users were earning points, but there was no real momentum or short-term goal driving their behavior.

To make the system more engaging, we introduced gamified challenges on top of the points model. These missions set clear purchase targets, rewarded users with bonus points for completion, and made progress visible throughout the journey.

This shifted Shop+ from simple cashback to goal-driven participation, encouraging retailers to plan their purchases around challenges instead of buying sporadically.