The Need
Traditional convenience stores often struggle to access the kind of digital loyalty tools that big chains use to keep customers coming back. With El Puntazo, I set out to build a product that not only rewarded repeat purchases, but also enabled data collection, fair point attribution, and smart engagement features for both shopkeepers and consumers.
Product Design & Segmentation
I led the end-to-end product design in Figma, building a clear and simple interface for store owners and customers alike. Alongside the visual experience, I defined the product business case using a Kantar study, segmenting users into heavy, medium, and light categories. This approach informed both the budgeting strategy and the KPIs, shaping reward tiers and engagement challenges aligned to user behavior and retention potential.
Points Attribution Model & MVP Development
To prevent fraud, I designed a dual-scanning system: first, store owners scanned the customer’s personal QR code, then the purchased products. This ensured verified attribution at the point of sale.
I collaborated with a team of engineers to build the product as a web app for faster deployment and easy onboarding. The MVP included:
QR-based customer identification
Product barcode scanning by the store owner
A store-facing interface for point attribution
Basic purchase history tracking
Reward challenges tied to specific business objectives
Post-launch features were scoped into a backlog, prioritized by analytics and user feedback.
Offline Activation & Field Testing
To validate the concept, I ran pilot activations in San Sebastián and Bilbao. With limited marketing resources, we focused on branding selected stores and distributing merchandise and printed materials (posters, stickers, shelf flyers, roll-ups). I trained in-store promoters with a strong, consistent pitch and used first-week analytics to align shifts with high-traffic windows.
Promoters played a key role in driving adoption, and their performance was tracked using Google Analytics with unique UTMs assigned to each asset and store location.
Challenge Design & Behavioral Testing
Through user interviews, we discovered that "challenges" were the most compelling way to drive engagement. We refined these into the core mechanics of the platform:
Store Exploration Challenge
Buy in 3 different stores to test if loyalty incentives could influence store selection behavior.New Product Launch Challenge
Encouraged users to try new products—positioned as a monetization feature for future brand partners.Conditional Survey Challenge
Surveys were only accessible to users who purchased specific items—solving the common challenge of qualifying respondents.Referral Challenge
Users could unlock rewards by inviting friends, incentivizing word-of-mouth growth with minimal marketing spend.
We also used custom-branded merchandise as both rewards and mobile marketing assets, extending visibility with every prize claimed and worn.
Data Tracking & Iteration
To track progress and optimize, I built a data visualization tool using Mineo (Python Notebook) that provided real-time insight into:
Challenge completions and prize redemptions
Purchase trends and cart size
Active vs. one-time user retention
Daily sign-ups and conversion trends
Referral activity via query parameters in user sign-up URLs
Comparison between organic sign-ups and those prompted by in-store promoters
We used these insights to refine the experience between activations—reallocating budget, refining challenge mechanics, and improving communication tactics for maximum adoption.
The Outcome
In just 8 weeks, El Puntazo gathered over 400 signups and tracked more than 600 purchases. The pilot validated our assumptions, revealed clear levers for growth, and laid the foundation for a scalable loyalty platform that supports both consumer engagement and brand partnerships in traditional retail.
Fun Fact
Given the tight budget, I even had to step in as the actor for the promotional video.🎬
