My Rewards Launch Plan
Launch to 150,000 members and fans
My Rewards is the most visible commercial product in this programme. The 90-day plan delivers staff readiness, beta and a controlled pilot to ~15,000 members, ending with an executive go/no-go. Soft launch and full launch to the 150,000 members and fans then sequence into months 4–6, on the back of pilot evidence.
Ten launch workstreams
What goes into a controlled launch
Product readiness
Member data readiness
GDPR and consent readiness
Communications and campaign planning
Partner and reward fulfilment
Customer support readiness
Technical integration
Analytics and reporting
Launch risk management
Post-launch optimisation
Phased adoption
From internal readiness to 150,000 members and fans
Weeks 1–2 · in 90-day plan
Internal readiness
Key actions
- Staff briefing and training
- Customer service playbook
- Support tooling configured
- Reward fulfilment tested end to end
Success criteria
- 100% of customer service staff trained
- Support response SLA agreed
- Zero P1 defects in fulfilment dry run
Weeks 3–5 · in 90-day plan
Beta cohort
Key actions
- Invite-only registration
- Daily monitoring
- Weekly feedback survey
- Defect triage with supplier
Success criteria
- ≥60% activation in cohort
- ≥70% reward redemption attempt
- Member NPS ≥+30
- Zero GDPR incidents
Weeks 6–10 · ends inside 90 days
Controlled pilot
Key actions
- Email and in-app pilot invite
- Partner reward go-live
- Performance and load testing in production
- Refinement based on beta learning
- Pilot results pack for executive go/no-go
Success criteria
- ≥45% activation in pilot
- ≥35% reward redemption
- Support contact volume within forecast
- Renewal intent uplift measurable
- Executive go/no-go decision for full launch
Months 4–5 · post 90 days
Soft launch
Key actions
- Wave 1 email and in-app launch
- Partner co-marketing live
- Lifecycle journeys switched on
- Operational scale-up of support
Success criteria
- ≥40% activation in 30 days
- ≥25% reward redemption
- Support SLAs held at 2× volume
- Confirmed readiness for full launch
Months 5–6 · post 90 days
Full launch
Key actions
- Multi-channel launch campaign
- Press and social activation
- Partner amplification
- Executive briefing daily for first week
Success criteria
- ≥35% activation within 30 days of full launch
- ≥25% reward redemption in 30 days
- Revenue per member uplift trending to target
- Zero major incidents
Month 6+
Optimisation
Key actions
- Lifecycle journeys live
- A/B testing on offers
- Partner expansion plan
- Quarterly benefits review
Success criteria
- Sustained engagement above launch month
- Churn reduction trending to target
- Commercial uplift confirmed in P&L
Member journey
Awareness to advocacy
Communications plan
Eight touchpoints from teaser to renewal
| When | Channel | Message |
|---|---|---|
| T-4 weeks | Internal | All-staff briefing: what My Rewards is, why it matters, what to say |
| T-2 weeks | Members | Teaser email and social: 'Something new is coming for members' |
| T-1 week | Members + fans | Reveal email, social reel, partner mention |
| Launch day | All channels | Launch email, in-app banner, push notification, social, web takeover |
| T+3 days | Members | Reminder email to non-activators, simplified registration prompt |
| T+2 weeks | Members | First reward earned stories, partner spotlights |
| T+30 days | Members | Personalised reward recommendations and renewal nudges |
| Quarterly | Members + fans | Tier progression, partner refresh, exclusive content drops |
Success criteria