BACK
Context
Captain Wallet (acquired by Brevo) is the biggest loyalty card provider in France for large retailers.
Project scope
Designing a brand new tool to create and manage loyalty programs
Target users
Large retailers including Feu Vert, Palais des Thés, Kitsuné and more.
Project status
Live, first release in June 2025
The backstory
I had worked for several other teams at Brevo and was familiar with their product ecosystem, specificities and self-service culture.
Our design goal
Creating a loyalty program from scratch for enterprise companies with high customization needs while keeping our flexible, self-service Brevo spirit.
Our main challenge
How can we find the right balance between flexibility and full customization, while keeping CSM and tech intervention out of the loop as much as possible?
Other bumps in the road
Defining the core essence of a loyalty program without getting scattered along the way.
Handling internal integration challenges, tech dependencies, and services still under construction on the critical path.
Avoiding working in silos and including other teams to make it work
What is the essence of a loyalty program tool anyways?
Members
Managing users statuses and information
Rewards
What can they actually get from the program?
Points
Storing members’ balance and counting their value
Rules
Defining rules to manage all of the above. How to become a member, how to earn points & rewards.
Rules are usually done in code but we decided to create a full no code rule engine to make it more accessible. We followed the same approach with all the other key elements of the program
Members
Rewards
Tiers
And of course we need a dashboard to monitor all that. It still has not shipped but it's the ultimate goal.
Financial results outperforming our initial target
Big names signed
Major retailers like Feu Vert, Palais des Thés, Kitsuné and Asmodee are among our first customers.
250K€ ARR
We originally planned to reach 50K€ ARR but beat it with a big margin
But also, a tool that would accelerate Brevo’s growth
Customers started reaching out to buy the full product after trying out the loyalty program tool, allowing Brevo to transition from a mid-market tool to a full enterprise solution.
Yet, we could still improve
Ease of use is till an issue
Live customers feedback showed us that our product was still too complex and needed the help of CSMs and techs along the way - meaning we didn’t get the balance between customization and flexibility exactly right for this first version.
More integration with brevo's other apps
Customers need more integrations with brevo's other features. Marketing automations to create workflows that include loyalty events & actions. Push notifications to stay in touch with customers. And forms to manage new members onboarding.
A better way to track metrics
We currently rely on third party partner for analytics and would like to have a homemade solution to reduce costs.