A Loyalty Program provides building a stronger relationship with the customer. It enhances the Brand Experience for the Customer . Properly worked upon strategies creates better value proposition!!
Major Objectives
The Process
Following this process certain concepts for the card designs were developed
Concept : inspired by "Sohrai Artform"
The women of farming communities of Hazaribagh district of Jharkhand maintain a Vibrant tradition of mural painting practiced as a ritual art form known as Sohrai. Sohrai is the art of harvest festival in autumn, using red, black, yellow and white earth. Large images are painted with twigs and kuchis on the walls – bulls, horses with riders, wild animals, trees, lotuses, peacocks, and horned deities. Sohrai paintings are considered to be good luck paintings.
More than 200 women have been trained in this art form through JHARCRAFT.
More than 200 women have been trained in this art form through JHARCRAFT.
The artform and the products inspired by them
Picking inspiration from the sohrai motifs and traditional art form, few loyalty card designs were created
Keywords : Fishes | Forest Land | Tree Of Life | Peacock | Cluster | Family | Unity | Togetherness
Concept : inspired by "Jadopatia Artform"
This form of painting is practiced in Dumka district of the state. Artists make the narrative scrolls called the ‘Jado’ or Jadopatia for the ‘Santhals’ of Dumka district, depicting the ‘Santhal’ creation myth, The Tiger God and scenes from the ‘after life’, originally drawn from natural inks & colours. These paintings are believed to have magical and healing powers. They are used as visual aids by the story telling Jadopatia Painters. This is a languishing art. With great difficulty we have been able to revive it. Now more than 100 women are trained in this art & they are being brought under production.
The artform and products inspired by them
Picking inspiration from the Jadopatia motifs and traditional art form, few loyalty card designs were created
Keywords : Mythical | After Life | Narrative | Story | Nature | Human Forms
Brainstorming Loyalty Card Names
Concept : Heritage Club
Concept : Resham Vansh
Concept : Craftspeople
We craftspeople are Enthusiasts of Silk, Handloom and Handicrafts
Those who pledge to use Organic and Natural Products
Love Traditional and Handmade Products
Those who pledge to use Organic and Natural Products
Love Traditional and Handmade Products
Concept : Business Based
A few Loyalty cards were designed using the real images of the work at Jharcraft.
Concept : Jharcraft Club
Concept : Silk Route
Concept : Loyalty Club
Silk Rearing and Weaving is a major activity at Jharcraft and hence depicting “Customer Loyalty” as an Interwove system in the Organisation!!
Concept : Ethnic Roots
Brainstorming the Tiers
Along with the name and card design, the tier names are an important aspect to be decided for the Loyalty Program. The simplistic names are used for the customer to instantly relate to it. For a difference, hindi names were used which also goes with the brand.
Jharcraft Gift Cards “ Gift Your Loved Ones,the Freedom to Shop”
Yet another device of Gift Card was implemented to support to the Loyalty Program and also enable the customers to provide their loved ones the freedom to shop at Jharcraft.
" We Craftspeople"
The Loyalty Program
The above tiers were formulated based on certain calculations and thought process
