CRM, loyalty, analytics, experience, organisation. We bring the right disciplines together around the problem — not the other way around.
Love, Bonito already had strong foundations: a loved brand, an engaged community and ambitious plans for growth.
The question wasn't whether CRM and loyalty were working. It was whether they were ready for what came next.
THE CHALLENGE
As the business scaled, CRM needed to evolve beyond campaign execution. Loyalty needed a clearer role in the customer proposition. And the team needed the structure, talent and measures to make both commercially meaningful.
WHAT WE DID
We started with a 360° Customer Health Check across CRM, loyalty, analytics, customer experience and organisation — combining leadership interviews, programme audits, data and technology assessments, and external benchmarks.
That diagnosis became the blueprint for a broader reset. We redesigned the customer organisation around Customer Growth & Loyalty, established North Star KPIs, supported the hiring of key talent and reframed CRM from campaign support into a strategic growth function.
For loyalty, we shifted the conversation beyond discounts and transactions toward exclusivity, experience and community.
Assessed current state across people, process, data and programmes.
Redesigned the organisational setup and operating model for growth.
Defined a clear roadmap, North Star KPIs, and key initiatives.
Supported talent hiring, capability building, change activation.
WHAT CHANGED
The work gave Love, Bonito a prioritised roadmap spanning immediate fixes - from email governance to frontline activation - and longer-term opportunities including predictive analytics and loyalty monetisation.
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