Strategic role: the top of the activation funnel. The strategy flags member activation (today ~30%, target 50%+) and the presentation layer as two of the five priority gaps — the homepage is where both get addressed first. Its job is to convert a visitor into a registered member and prime the first receipt upload before friction sets in.

Approach: keeps the live Purina header/footer untouched and rebuilds the body around one goal. The dark hero anchors the 250-point welcome bonus (unlocked on first upload); "How it works", "Rewards", and "Eligible products" answer the three questions that stall sign-up — what is it, what do I get, does my product qualify.

Positioning: frames the programme as an ongoing rewards relationship, not a one-off rebate — the long-term retention thesis the strategy we want to commit to.