{"id":5134,"date":"2026-06-10T15:39:00","date_gmt":"2026-06-10T15:39:00","guid":{"rendered":"https:\/\/apadmi.com\/work\/co-op\/"},"modified":"2026-07-23T11:20:39","modified_gmt":"2026-07-23T11:20:39","slug":"co-op","status":"publish","type":"work","link":"https:\/\/www.apadmi.com\/en-nl\/work\/co-op\/","title":{"rendered":"Co-op"},"content":{"rendered":"\n\t
\n\t\t
\n\t\n\t\tCo-Op\t<\/h1>\n\n\t\n\t\t\t

\n\t\t\tBuilding, scaling and optimising one of the UK\u2019s most loved loyalty apps\t\t<\/p>\n\t<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t\t<\/div>\n<\/div>\n\n\n\t
\n\t\t
\n\t\n\t\t\t\n\t\t\tDigitising loyalty for a 100-year-old member-owned institution<\/span>\n\tDi\u00adg\u00adi\u00adt\u00adi\u00ads\u00adi\u00adn\u00adg l\u00ado\u00ady\u00ada\u00adl\u00adt\u00ady for a 100-y\u00ade\u00ada\u00adr\u00ad-\u00ado\u00adl\u00add m\u00ade\u00adm\u00adb\u00ade\u00adr\u00ad-\u00ado\u00adw\u00adn\u00ade\u00add i\u00adn\u00ads\u00adt\u00adi\u00adt\u00adu\u00adt\u00adi\u00ado\u00adn<\/span>\t\t<\/h2>\n\t\n\t\t\t

\n\t\t\tCo-op is one of the world’s largest consumer co operatives and the fifth biggest grocer in the UK.\t\t<\/p>\n\t\n\t\n\t

\n\t\t\n

\n\tCo-op is built on the principle that members share in both the rewards and the purpose of the organisation. With more than 7 million members and 2,500 stores nationwide, the challenge was to bring that membership experience to mobile without losing what had made it meaningful for generations.<\/p>\n\n

\n\tResearch showed members wanted a digital card on their phones and a single place to access their loyalty benefits. For Co-op, the opportunity went further: a great app could deepen engagement, increase active membership, and create a direct channel to communicate what makes Co-op different.<\/p>\n\n

\n\tApadmi became Co-op’s mobile product partner in 2017. Since then, we’ve worked together on product strategy, design, engineering, and continuous optimisation\u2014a collaboration that continues to grow in ambition today<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t
\n\t\n\t\t\t\n\t\t\tBuilding the Co-op Member experience on Mobile<\/span>\n\tBu\u00adi\u00adl\u00add\u00adi\u00adn\u00adg the Co-op Me\u00adm\u00adb\u00ade\u00adr e\u00adx\u00adp\u00ade\u00adr\u00adi\u00ade\u00adn\u00adc\u00ade on Mo\u00adb\u00adi\u00adl\u00ade<\/span>\t\t<\/h2>\n\t\n\t\n\t\n\t
\n\t\t\n

\n\tMember research revealed a clear appetite for mobile-first membership, leading Apadmi and Co-op into almost two years of iterative design, development, and testing. After a colleague beta informed every stage of the product, the app launched publicly in 2020.<\/p>\n\n

\n\t2017: Partnership begins<\/strong>
<\/strong>Apadmi begins product and technology strategy work with Co-op, scoping the membership app opportunity.<\/p>\n\n

\n\t2018\u20132019: Design, build & colleague beta<\/strong>
Two years of iterative development, user research, and internal testing with Co-op colleagues across the UK.<\/p>\n\n

\n\t2020: Public launch<\/strong>
The Co-op Membership App launches publicly, digitising membership cards, personalised weekly offers, and cause donations.<\/p>\n\n

\n\t2021\u20132023: Scale & optimisation<\/strong>
ASO programme launches. App Store impressions grow 297% on iOS YoY. Downloads exceed 5 million cumulative. \u00a3100M donated to community causes.<\/p>\n\n

\n\t2024\u20132025: New features & category leadership<\/strong>
Google Wallet integration, in-app games, Co-op Live perks, and personalised boosters drive weekly active users past 1.4 million. App reaches #1 iOS category rank.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t
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\n\t\t\t\t\t\t\t\n\t\t\t\t\tIMPACT<\/span>\n\tIMPACT<\/span>\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tThe app has become an essential part of the membership experience for millions of Co-op members.
\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t

    \n\t\t\n
  • \n\t<\/svg>\n\t

    \n\t\t1.4M\t<\/p>\n\n\t\t\t

    \n\t\t\tweekly active members\t\t<\/p>\n\t<\/li>\n\n

  • \n\t<\/svg>\n\t

    \n\t\t2.1M\t<\/p>\n\n\t\t\t

    \n\t\t\tiOS downloads (2005)\t\t<\/p>\n\t<\/li>\n\n

  • \n\t<\/svg>\n\t

    \n\t\t4.8*\t<\/p>\n\n\t\t\t

    \n\t\t\tiOS rating\t\t<\/p>\n\t<\/li>\n\t<\/ul>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

    \n\t\t\t<\/div>\n<\/div>\n\n\n\t
    \n\t\t
    \n\t\n\t\t\t\n\t\t\tAlways-on innovation<\/span>\n\tAl\u00adw\u00ada\u00ady\u00ads\u00ad-o\u00adn i\u00adn\u00adn\u00ado\u00adv\u00ada\u00adt\u00adi\u00ado\u00adn<\/span>\t\t<\/h2>\n\t\n\t\n\t\n\t
    \n\t\t\n\n\tNew features that deepen engagement<\/h2>\n\n

    \n\tThe 2020 launch delivered a fully mobilised membership experience: a digital membership card with Apple Wallet integration, weekly personalised offers, the ability to choose local causes to donate reward balances to, and a view of each member’s rewards. This was a rethinking of what Co-op membership could mean in a mobile-first world.<\/p>\n\n

    \n\tApadmi’s delivery team works in close partnership with Co-op’s product teams on a rolling roadmap, prioritising features that drive engagement, reward loyalty, and unlock new member value. Additional features and functionality has enrichened member experience and driven consistent engagement throughout the partnership.<\/p>\n\n

    \n\tGoogle Wallet Integration<\/strong>
    Members save their digital membership card directly to Google Wallet for easy offline scanning in-store.<\/p>\n\n

    \n\tIn-App Games & Challenges<\/strong>
    Seasonal games let members win prizes, discounts, and free products. Interactive challenges, like buying Fairtrade items, unlock extra rewards.<\/p>\n\n

    \n\tPersonalised Boosters<\/strong>
    Members activate booster offers that reward specific purchase behaviours over time, increasing basket size and visit frequency.<\/p>\n\n

    \n\tCo-op Live Perks<\/strong>
    Exclusive first-in-line presale ticket access at Co-op Live Arena in Manchester \u2014 a genuinely unique member benefit. The Lady Gaga presale drove a 261% spike in app opens.<\/p>\n\n

    \n\tAccessibility Enhancements<\/strong>
    Upgraded interface with VoiceOver, voice control, and dark mode ensures membership is genuinely accessible to all.<\/p>\n\n

    \n\tDigital Member Pots<\/strong>
    Members track Reward \u00a3\u00a3s and Share of the Profits digitally, making it easy to decide when to spend their accumulated benefits.<\/p>\n\n

    \n\tA\/B Testing Framework<\/strong>
    An always-on A\/B testing programme drives data-backed product decisions, eliminating friction and personalising the experience at scale.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

    \n\t\t
    \n\t\t\t
    \n\t\t\t\t\t\t\t\n\t\t\t\t\tImpact<\/span>\n\tIm\u00adp\u00ada\u00adc\u00adt<\/span>\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t

    \n\t\t\t\t\tA community of members who return to the app because it genuinely improves their relationship with Co-op.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t

      \n\t\t\n
    • \n\t<\/svg>\n\t

      \n\t\t43.5K\t<\/p>\n\n\t\t\t

      \n\t\t\tcharity causes chosen weekly\t\t<\/p>\n\t<\/li>\n\n

    • \n\t<\/svg>\n\t

      \n\t\t\u00a337.19\t<\/p>\n\n\t\t\t

      \n\t\t\taverage order value driven by the app\t\t<\/p>\n\t<\/li>\n\n

    • \n\t<\/svg>\n\t

      \n\t\t1M+\t<\/p>\n\n\t\t\t

      \n\t\t\tweekly offer selections\t\t<\/p>\n\t<\/li>\n\t<\/ul>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

      \n\t\t
      \n\t\n\t\t\t\n\t\t\tA stable platform, built for scale<\/span>\n\tA s\u00adt\u00ada\u00adb\u00adl\u00ade p\u00adl\u00ada\u00adt\u00adf\u00ado\u00adr\u00adm\u00ad, built for scale<\/span>\t\t<\/h2>\n\t\n\t\t\t

      \n\t\t\tWith more than 1.4 million people relying on the app every week, stability is non-negotiable.\t\t<\/p>\n\t\n\t\n\t

      \n\t\t\n

      \n\tTogether, Apadmi and Co-op consistently maintain some of the strongest stability metrics in UK retail.<\/p>\n\n

      \n\tWhen challenges arise, Apadmi responds with targeted action plans\u2014from redesigning the login experience and improving in-app guidance to adding store finder links and working closely with Co-op’s e-commerce team. Responding quickly and transparently to member feedback is a hallmark of the partnership, with Apadmi’s Product Marketing team playing a key role.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

      \n\t\t
      \n\t\t\t
      \n\t\t\t\t\t\t\t\n\t\t\t\t\tResults<\/span>\n\tRe\u00ads\u00adu\u00adl\u00adt\u00ads<\/span>\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t

      \n\t\t\t\t\tThe Co-op app achieves some of the strongest stability metrics in UK retail.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t

        \n\t\t\n
      • \n\t<\/svg>\n\t

        \n\t\t99+%\t<\/p>\n\n\t\t\t

        \n\t\t\tcrash free rating on iOS and Android\t\t<\/p>\n\t<\/li>\n\n

      • \n\t<\/svg>\n\t

        \n\t\t5M+\t<\/p>\n\n\t\t\t

        \n\t\t\tcumulative app downloads since 2020\t\t<\/p>\n\t<\/li>\n\n

      • \n\t<\/svg>\n\t

        \n\t\t86%\t<\/p>\n\n\t\t\t

        \n\t\t\tproportion of iOS reviews that are 5-star\t\t<\/p>\n\t<\/li>\n\t<\/ul>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

        \n\t\t\t<\/div>\n<\/div>\n\n\n\t
        \n\t\t
        \n\t\n\t\t\t\n\t\t\tASO: Driving Discovery<\/span>\n\tASO: Dr\u00adi\u00adv\u00adi\u00adn\u00adg Di\u00ads\u00adc\u00ado\u00adv\u00ade\u00adr\u00ady<\/span>\t\t<\/h2>\n\t\n\t\t\t

        \n\t\t\tBuilding a great app is only half the challenge. Sustained growth depends on helping the right people discover it, download it, and keep coming back. Through a dedicated App Store Optimisation (ASO) programme, Apadmi’s Product Marketing team has delivered consistent, compounding growth for Co-op.\t\t<\/p>\n\t\n\t\n\t

        \n\t\t\n\n\tIn-App Events<\/h2>\n\n

        \n\tIn-App Events keep Co-op visible and relevant throughout the year. Campaigns range from seasonal promotions, such as Enjoy Summer with Co-op, to major cultural moments. A Co-op Live presale for Lady Gaga drove a 261% increase in app opens, outperforming every previous event, including in-app games.<\/p>\n\n

        \n\tIn 2025, Apadmi delivered 23 In-App Events, covering 72% of the year and generating 1.8 million impressions and more than 41,000 app opens.<\/p>\n\n

        \n\tFollowing changes to Apple’s policies around prize-led promotions, the strategy shifted towards seasonal and value-led campaigns, maintaining strong performance while remaining platform compliant.<\/p>\n\n\n\tCustom Product Pages<\/h2>\n\n

        \n\tTailored App Store experiences consistently outperform the standard product page. During October and November 2025, a Communities-focused Custom Product Page achieved a 28% conversion rate, compared with 18% for the standard page\u2014a 10 percentage point uplift.<\/p>\n\n

        \n\tAlongside this, Apadmi continuously optimises product page assets, A\/B tests screenshots, refines keyword strategies, and identifies new promotional opportunities. The result is an app that’s not only well built, but consistently easy to discover.<\/p>\n\n

        \n\tA snapshot of the sustained visibility Apadmi’s ASO programme has delivered:<\/strong><\/p>\n\n\n\t\n

      • \n\t#1: highest iOS category rank achieved in 2025, with 91 days in the top 10 (a 65% increase YoY).
        <\/li>\n\n
      • \n\t72%: Annual App Store coverage through In-App Events, keeping Co-op consistently visible.
        \u00a0<\/li>\n\n
      • \n\t2.12M: iOS downloads in 2025, up from 1.93M in 2024l\u00a0
        <\/li>\n\n
      • \n\t+27%: Impressions growth from Summer campaign App Store editorial feature.<\/li>\n<\/ul>\n\n

        \n\tOn Android, Co-op maintained an average category rank of 14 with a highest rank of #5, and spent 64 days in the top 10.

        The Member Prices initiative \u2014 a \u00a3240 million, five-year investment saving members up to \u00a3300 annually \u2014 was promoted across both stores through targeted ASO activity, driving significant awareness of a genuinely compelling member benefit.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

        \n\t\t
        \n\t\n\t
        \n\t\t\t\t\t

        \n\t\t\t\tA Partnership Built for the Long Term\t\t\t<\/h2>\n\t\t\n\t\t\t\t\t

        \n\t\t\t\tThe partnership has matured from building a digital membership card into co-creating an economic, social, and ownership engine for Co-op. Weekly active users surpass the target\u00a0 set by Co-op by 40%. Offer selections consistently exceed 1 million per week, and the app continues to hold a top-10 position in its category.

        As the roadmap evolves with always-on A\/B testing, deeper personalisation, the ambition remains consistent: to make the Co-op Membership App the most rewarding and most loved retail app in the UK.

        “Our long-term partnership with Apadmi has continuously added value to both Co-op members and the business as a whole. From design to development, ASO to strategy, Apadmi has been instrumental to the app\u2019s success. We continue to work together to optimise and enrich the experience for our members. We work together as one integrated team to ensure we always deliver at pace.\u201d<\/strong>

        Gail Lyon, Head of Product (Membership & Customer) , Co-op
        <\/em>\t\t\t<\/p>\n\t\t\n\t\t\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

        \n\t\t
        \n\t
        \n\t\t\t\t\t

        \n\t\t\t\tRead more success stories\t\t\t<\/h2>\n\t\t\n\t\t\t\t\t

        \n\t\t\t\tFrom retail and healthcare to FMCG and media, we help ambitious organisations solve complex challenges, drive revenue, and build loyalty with exceptional digital products and mobile apps.\t\t\t<\/p>\n\t\t\t<\/div>\n\n\t\n\t\t\t

        \n\t\t\t
        \n\t\t\t\t<\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\n\t\n\t\tDiscover all our work\t<\/span>\n\n\t<\/a>\n\t<\/div>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Building and optimising one of the UK\u2019s most loved loyalty apps ","protected":false},"featured_media":785,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","esWorkLogoColorId":350,"esWorkLogoMonoId":351,"esWorkLogoColorUrl":"https:\/\/www.apadmi.com\/uploads\/2026\/07\/CoOp-Black.svg","esWorkLogoMonoUrl":"https:\/\/www.apadmi.com\/uploads\/2026\/07\/CoOp-White.svg","footnotes":""},"sector":[],"class_list":["post-5134","work","type-work","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nCo-op Membership App | Apadmi<\/title>\n<meta name=\"description\" content=\"From concept to category leader. How Apadmi designed, built, scaled and optimised the Co-op Membership App into a loyalty engine.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.apadmi.com\/en-nl\/work\/co-op\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co-op Membership App | Apadmi\" \/>\n<meta property=\"og:description\" content=\"From concept to category leader. 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