When Israeli gas station operator Paz wanted to drive more business to its Yellow convenience store , they asked us to create a new experience that would speak to potential customers, enhance their shopping experience and inspire their loyalty.
Following the huge success of the new Yellow app, we continued to accompany Paz on its digital journey, designing an innovative, engaging digital wallet that makes the payments process as simple for customers as tapping on a screen.
In 2016, Paz had created an app to promote its chain of Yellow gas station stores. The app was downloaded by 2,157 users who mostly used for games, promotions and benefits, and to order coffee – but it wasn’t delivering the results the company had hoped for.
The challenge was to enhance brand loyalty, increase the number of people going into Yellow stores, upgrade the brand’s digital language and connect customers’ online and offline experiences. The Aman Digital team embarked on a comprehensive process to create an experience that would do all this, and more…
Based on an understanding that a committed customer will make an effort to refuel at Paz gas stations, spend more money there than at other companies, and feel greater enthusiasm for its brand advertisements, a new and improved loyalty program was a key feature of the new app. The program employs a range of gamification and reward strategies to engage with customers, including
offering a 6th cup of coffee for free, money back on purchases of food & drink items, exclusive offers and other benefits, click ‘n’ pick online shopping with in-store collection, and useful information about Paz stations and Yellow stores, including locations, opening hours and more.
A clean UX concept was designed, focused on the key actions users take, emphasizing simplicity for first-time processes and efficiency for those that are repeated.
The Yellow brand itself was also recharacterized as personal and friendly, spontaneous and energetic, innovative, high-tech and pioneering, with a corresponding tone of voice defined as the proper but spoken language of a live service representative, focused on the customer and humorous without being condescending.
Micro copy in the app was phrased accordingly, “Your next coffee is on us!”, for example.
Aman Digital suggested the introduction of a digital wallet, both for paying for goods in Yellow stores, and to give loyalty club members benefits and promotions. The Aman Digital team embarked on an in-depth research and benchmarking process, looking into the various digital wallets and loyalty programs models already on the market. They then set to work designing a Yellow digital wallet that was at once familiar and innovative, motivating
users to get on board with this new channel of engagement. By December 2020, the digital wallet was ready to undergo user testing. Taking into account user feedback, the original concept was refined, with go/ no go user testing carried out in July 2021. Today, the digital wallet is enhancing brand loyalty and giving customers yet another reason to refuel at Paz stations and shop at Yellow stores.