We helped Metcash unify loyalty across grocery, DIY and liquor with a single roadmap
Metcash is one of Australia's largest independent wholesale and grocery groups, with operations across grocery, DIY (Mitre 10) and liquor (IGA Liquor, Cellarbrations, Bottle-O). The team needed help coordinating a loyalty proposition that worked across all three sectors. Ellipsis provided expert loyalty advice — including educating the senior executive leadership team on loyalty strategy and the rationale behind it.
4-phase roadmap: Strategy development → Commercial framework → Operational framework → Delivery / Launch. The roadmap is what landed senior executive alignment across grocery, DIY and liquor before any partner or platform decisions were made.
Our loyalty consultants delivered advisory support and built a 4-phase roadmap to develop the new proposition: Strategy development, Commercial framework, Operational framework, and Delivery / Launch. Alongside the roadmap, we supported commercial conversations with partners, program operators and technology companies to assemble the full proposition.
Senior executive alignment landed around a single loyalty strategy and roadmap. Alignment was also reached inside the business pillars (grocery, DIY etc.) on participating in a unified group loyalty approach. Ellipsis additionally supported the selection of external partners that would underpin the implementation.
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