Club Rakuten

A more rewarding member experience

E-commerce giant Rakuten wanted to relaunch their membership programme as a separate website, but had many questions on the best way forward. We worked with them to simplify the member offering in order to create the new Club Rakuten brand and website - making the experience much more rewarding.

Link to website

Club Rakuten logo on purple

Club Rakuten landing page

Club Rakuten new member dashboard

Collect, Redeem & Enjoy

At the heart of the project lied the key principle ‘rewards made simple’; to ensure the program was clear and accessible. To communicate this, we categorised rewards into 3 areas: collect, redeem & enjoy. To make the experience as personalised as possible, we harnessed user input and micro interactions to tailor each user’s offers and benefits.

Member on laptop with reward current

Club Rakuten tone of voice in Rakuten Sans UI typeface

Primary colour palette

Secondary colour palette

Making it personal

To make the experience as personalised as possible, we harnessed user input and micro interactions to tailor each user’s offers and benefits.

Increasing memberships

Our strategy was to integrate the new loyalty programme with Rakuten's existing shopping offering with the aim of increasing member activity across platforms from 3% to 15%.

A handful of Club Rakuten's partner brands

Messi on pitch with Club Rakuten pitch-side advert

Expanding across Europe

We worked closely with the client's internal development team to deliver a digital design system and module framework which empowered Rakuten to take ownership after project delivery. This has allowed the rapid expansion of the program to Spain and Germany.

Club Rakuten branded coffee cup

Smart watch with Rakuten Points dashboard

A more rewarding member experience

Collect, Redeem & Enjoy

Making it personal

Increasing memberships

Expanding across Europe

What can we tempt you with?

Selected projects