Spenn

Launching a new loyalty currency for the Nordics

A single home for a cross-brand loyalty currency

Norwegian Airlines and Strawberry Hotels are two of the largest travel brands in the Nordic region. Annually, Norwegian Airlines transports over 20 million passengers, and Strawberry Hotels welcomes over 9 million customers.

The two brands came together to create a new loyalty currency that would unlock greater value for both businesses and their customers, since renamed Spenn. Reitan Retail has since joined the partnership as a co-owner, bringing an additional 2 million customers into the ecosystem.

What Apadmi built as the customer-facing front door to Spenn now sits at the centre of one of the most ambitious loyalty ecosystems in the Nordics.

A mobile phones rests on a brown chair, displaying the Spenn app.

1 App. 7 Million Members.

The aim was to amalgamate scattered touchpoints and customer experiences into one seamless mobile experience. Norwegian and Strawberry appointed Apadmi to bring Spenn to life for end users, building a mobile app to support the collection, management and spend of a loyalty currency customers could use across a wide range of well-known brands and partners across the Nordics.

Apadmi’s involvement spanned the design, development, testing and delivery of the mobile app, working to ensure a seamless, accessible experience throughout.

The platform, powered by Flutter, Braze and Contentful, lets users accumulate points through purchases or bookings with Spenn’s partners, saving and spending them on future flights or hotel stays with Norwegian and Strawberry, or on experiences with other merchant partners.

A smarter loyalty platform

Launched to market on 19th November 2024, Spenn quickly shot to the top of the regional charts on Apple’s App Store, becoming the most popular app in the Nordics.

As new partners join the platform, Spenn continues to grow its ecosystem and the number of places customers can spend their points, with the ambition of becoming the leading loyalty currency for the Nordics and beyond.

All in one

Apadmi’s engineering team built an architecture capable of handling the complexity of integrating multiple loyalty programmes at once, offering real-time balance updates and supporting the migration of more than 7 million existing users. With a few simple steps, existing members connect their Norwegian and Strawberry accounts and start earning and spending Spenn immediately.

Spenn Together

Family accounts let groups of up to seven pool their points towards shared experiences like vacations, with future features planned to bring younger earners into the ecosystem too.

Dynamic home screen

A dynamic home screen customises offers based on individual preferences and purchase history, rather than showing every user the same generic deals.

Multi-Language

The user-friendly mobile experience is available in five languages (Swedish, Norwegian, Finnish, Danish and English), to serve a wide range of customers across the region.

Scaling across industries

What launched as a two-brand loyalty currency has grown into something considerably bigger. Spenn Group is now jointly owned by Norwegian Air, Strawberry Hotel Group and Reitan Retail, founding partners that together represent more than $20 billion in Nordic turnover.

Reitan Retail’s Norwegian brands, including REMA 1000, Pressbyrån, Narvesen, 7-Eleven, R-kioski and Uno-X Mobility, are set to join the Spenn ecosystem, extending Spenn from travel and hospitality into everyday grocery and fuel spend.

RESULTS

From scattered points to the Nordics’ most popular app.

#1

app in Apple’s Nordic App Store charts at launch
5

languages supported
7M+

customers migrated onto the Spenn app

A phone rests on an orange chair, displaying the Spenn app.

A partnership that delivers

“Working closely with Apadmi has allowed us to accelerate our proposition and ensure we deliver a best-in-class mobile experience for our users. The collaboration between all parties has been a huge success.”

Andreas Andersson, Digital Product Manager, Spenn