Basket Upsell Experience
Basket Upsell Experience
2024-2025
+7,51%
+7,51%
Increase in Average Order Value
Increase in Average Order Value
[project overview]
[project overview]
Shukran is one of the largest retail loyalty programs in the Middle East, serving millions of customers across the Landmark Group's diverse retail portfolio - from fashion and home to electronics and leisure.
Shukran is one of the largest retail loyalty programs in the Middle East, serving millions of customers across the Landmark Group's diverse retail portfolio - from fashion and home to electronics and leisure.
Shukran is one of the largest retail loyalty programs in the Middle East, serving millions of customers across the Landmark Group's diverse retail portfolio - from fashion and home to electronics and leisure.
Members earn points on purchases across popular brands like Home Centre, Centrepoint, Max, and Splash, with benefits increasing as they progress through membership tiers: Classic, Silver, Gold, and Platinum.
Members earn points on purchases across popular brands like Home Centre, Centrepoint, Max, and Splash, with benefits increasing as they progress through membership tiers: Classic, Silver, Gold, and Platinum.
A key to unlocking these benefits? Qualifying transactions of 250 AED or more.
A key to unlocking these benefits? Qualifying transactions of 250 AED or more.
[The challenge]
[The challenge]
Data revealed a critical opportunity: many shoppers completed purchases just shy of the threshold needed to unlock the next tier of loyalty benefits, unaware of how close they were to qualifying for additional rewards.
Data revealed a critical opportunity: many shoppers completed purchases just shy of the threshold needed to unlock the next tier of loyalty benefits, unaware of how close they were to qualifying for additional rewards.
Data revealed a critical opportunity: many shoppers completed purchases just shy of the threshold needed to unlock the next tier of loyalty benefits, unaware of how close they were to qualifying for additional rewards.
We spotted a key opportunity in our data and took action. Our goal was to create a simple way to help customers see when adding just a small item would unlock better loyalty rewards creating value for both customers and the business.
How might we help members make informed decisions about tier progression without disrupting their shopping experience?
How might we help members make informed decisions about tier progression without disrupting their shopping experience?
[Discovery & Analysis]
[Discovery & Analysis]
The basket stage presented the optimal opportunity because:
The basket stage presented the optimal opportunity because:
1
1
Current basket value is known
Current basket value is known
2
2
Customers are in a purchasing mindset
Customers are in a purchasing mindset
3
3
Exact amount needed for qualification can be calculated
Exact amount needed for qualification can be calculated
4
4
Item recommendations could be more relevant
Item recommendations could be more relevant
[competitive analysis]
We studied how other competitors handle purchase threshold notifications and tier progression:
We studied how other competitors handle purchase threshold notifications and tier progression:
We studied how other competitors handle purchase threshold notifications and tier progression:
TEMU
Uses prominent top banner showing exact amount needed
Uses prominent top banner showing exact amount needed
Progress bar visualizes proximity to goal
Progress bar visualizes proximity to goal
Combines urgency ("Almost sold out") with recommended products
Combines urgency ("Almost sold out") with recommended products
Reinforces threshold with sticky footer button
Reinforces threshold with sticky footer button
Key Insight: Strong visibility and precise gap communication
NOON
Multi-incentive approach showing multiple benefits at once:
- Free product samples with small additional spend (AED2.75)
- Free delivery threshold messaging (AED17.75)
Multi-incentive approach showing multiple benefits at once:
- Free product samples with small additional spend (AED2.75)
- Free delivery threshold messaging (AED17.75)
Uses horizontally scrollable product recommendations
Uses horizontally scrollable product recommendations
Key Insight: Layered incentives for different spending thresholds
ASOS
Simple notification banner approach
Simple notification banner approach
Clear value proposition: "Spend another 240.02 AED to qualify for FREE Standard Delivery"
Clear value proposition: "Spend another 240.02 AED to qualify for FREE Standard Delivery"
"A Little Something Extra?" section with curated recommendations
"A Little Something Extra?" section with curated recommendations
Clean visual separation between notification and recommendations
Clean visual separation between notification and recommendations
Key Insight: Non-intrusive with focused value messaging
[Design explorations]
[Design explorations]
[Design explorations]
We explored multiple intervention approaches:
We explored multiple intervention approaches:
We explored multiple intervention approaches:
[User Flow]
[User Flow]
Mapping this flow was a deliberate step before design handoff. By visualising every scenario a user might encounter from first-time upsell exposure to adding multiple products we make sure both the design and the implementation account for all possible states, not just the happy path.
Mapping this flow was a deliberate step before design handoff. By visualising every scenario a user might encounter from first-time upsell exposure to adding multiple products we make sure both the design and the implementation account for all possible states, not just the happy path.
Mapping this flow was a deliberate step before design handoff. By visualising every scenario a user might encounter from first-time upsell exposure to adding multiple products we make sure both the design and the implementation account for all possible states, not just the happy path.
[The solution]
[The solution]
[The solution]
After research, we created a modal that appears when shoppers reach the ideal basket value we identified through data analysis.
After research, we created a modal that appears when shoppers reach the ideal basket value we identified through data analysis.
After research, we created a modal that appears when shoppers reach the ideal basket value we identified through data analysis.
The basket stage presented the optimal opportunity because:
The basket stage presented the optimal opportunity because:
The basket stage presented the optimal opportunity because:
Precise Gap Communication
Precise Gap Communication
Precise Gap Communication
Clear messaging showing exactly how much more needed to qualify
Personalized to the member's current tier status
Clear messaging showing exactly how much more needed to qualify
Personalized to the member's current tier status
Clear messaging showing exactly how much more needed to qualify
Personalized to the member's current tier status
Tier Benefit Visualization
Tier Benefit Visualization
Tier Benefit Visualization
Subtle reminder of tier benefits to reinforce value
Personalized to the member's current tier status
Subtle reminder of tier benefits to reinforce value
Personalized to the member's current tier status
Subtle reminder of tier benefits to reinforce value
Personalized to the member's current tier status
Intelligent Product Recommendations
Intelligent Product Recommendations
Intelligent Product Recommendations
Personalized based on current basket contents and past purchase history
Recommended products at ideal price points that would efficiently bridge users to the 250 AED threshold
Personalized based on current basket contents and past purchase history
Recommended products at ideal price points that would efficiently bridge users to the 250 AED threshold
Personalized based on current basket contents and past purchase history
Recommended products at ideal price points that would efficiently bridge users to the 250 AED threshold
[implementation & results]
[implementation & results]
[implementation & results]
The basket upsell experience launched across all Landmark Group brand websites and apps, with phased rollout beginning with key markets:
The basket upsell experience launched across all Landmark Group brand websites and apps, with phased rollout beginning with key markets:
The basket upsell experience launched across all Landmark Group brand websites and apps, with phased rollout beginning with key markets:
