Elisa Hurley’s 1Card campaign puts the user at the centre of being in control of rewards and offers, so they don’t miss out, and get the most out of their loyalty schemes. The 1Card loyalty card program is a convenient way of allowing customers to convert multiple shop rewards cards into one single card, and access all their offers in one place. 1Card was influenced by witnessing the struggle of customers trying to find suitable cards depending on which store they are in. In addition, being unaware of what offers they are entitled to on their loyalty card, leading to them missing out on their promotional discounts.

Hurley’s campaign provides clear reasoning why the 1Card loyalty card scheme was formed, so that customers have a more enjoyable shopping experience. The 1Card app connects all the shoppers accounts in one place, so that the user can reduce the number of cards they have to keep in their purse or wallet. This prevents customers from feeling frustrated from searching through multiple cards, making them miss out. The app addresses the functionality aspect of being user-friendly as possible, due to the array of people who would interact with the app. The app is easy to navigate due to the simplicity of the layout, making it easy for users to access their 1Card, which can also be added to the wallet feature on their smartphone. This makes it accessible even if the customer isn’t carrying the physical version at the time. The loyalty card scheme has the promotional value of advertising brands and large companies, to entice people to shop with them, by tailoring offers which suit the customer’s shopping habits. An optional notification feature acts as a reminder of what the user is entitled to, encouraging them to make a purchase.