Loyalty tiers designed
Research and design phases
Interactive prototype delivered for investor demonstrations
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Murray Valley Pork is one of Rivalea's (now part of JBS Australia) retail pork brands, sold through independent butchers across Australia. When distribution moved to a third-party intermediary, Murray Valley Pork lost its direct line of communication with the butcher customers who had, in some cases, been buying their product for 30 years. The loyalty was real and long-standing. The channel to nurture and protect it was not.
A mobile loyalty program was the proposed solution. LimeHub's role was to find out whether one was worth building, what form it should take, and what the research revealed about the health of those B2B relationships.
The loyalty existed. What Murray Valley Pork needed was clarity on how to act on it.
User interviews with two distinct segments, independent Owner/Operators and chain Managing Directors, surfaced a clear picture of what a loyalty program would need to be. Butchers would engage, but only if the process required minimal effort and offered incentives that genuinely improved their margins. Discounts and tiered rewards were strongly preferred over giveaways or probability-based offers.
A more significant finding was the depth of the distributor disconnection. Since Murray Valley Pork had moved to a new distribution intermediary, butchers had lost direct contact with the brand. Some long-term customers were actively frustrated. One had begun sourcing from alternative suppliers. The research confirmed that the B2B relationship was quietly eroding, and that a loyalty program could serve as a direct channel to arrest that.
The research also surfaced a subtler insight: butchers think in terms of what benefits their customers, not just themselves. A program that gave butchers tools to pass value on to their own end consumers would carry significantly more appeal than one focused purely on trade discounts.
Butchers preferred ideas that ultimately benefited their customers first. The program had to create a chain of value from producer to butcher to consumer, not stop at the trade relationship.
We ran stakeholder workshops and desk research in Phase 1, then conducted one-on-one user interviews in Phase 2 with both audience segments: Owner/Operators running smaller suburban and regional shops with 3 to 10 employees, and Managing Directors overseeing multiple chain locations with 50 or more staff. Affinity mapping of interview findings identified consistent patterns in motivation, pain points, and engagement thresholds, forming the foundation for every subsequent design decision.
The Valley VIP Club was developed as a three-tier points-based program built around scanning barcodes on product deliveries. Points converted directly to savings at checkout, with higher tiers earning faster point accumulation, percentage discounts on all orders, early access to new products, and additional budget for in-house customer demos. The scanning mechanic was chosen specifically because it added minimal steps to the delivery process, a critical requirement for time-poor butchers who would disengage from anything that added complexity to their day.
Lo-fi wireframes were produced first, followed by a hi-fi interactive prototype. End user testing with real butcher customers validated the core concept and identified specific improvements: a tier comparison overview was missing and the feedback incentive needed strengthening. An optimisation report documented all findings and recommendations, giving Murray Valley Pork the strategic clarity and validated blueprint they needed to make an informed decision about what to build next.
Red, Gold, and Platinum tiers with a distinct rewards structure, each tested against real user feedback
Stakeholder workshops through to end user testing, all completed and documented before development was recommended
A fully clickable, visually designed prototype ready for stakeholder review and investor demonstration
User testing generated positive reactions to the tiered structure and the barcode scanning mechanic. Simplicity was consistently highlighted as a strength. The optimisation report gave Murray Valley Pork a clear path forward, including system selection, roll-out planning, and distributor engagement strategy. The more significant outcome was strategic. The research gave Murray Valley Pork something they did not have before they came to LimeHub: a clear-eyed picture of where their B2B relationships stood, why some were at risk, and what a loyalty program would need to do to rebuild them. That understanding alone has value independently of whether the app is built or not.
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