{"id":8364,"date":"2025-02-12T15:15:00","date_gmt":"2025-02-12T15:15:00","guid":{"rendered":"https:\/\/www.apadmi.com\/?post_type=work&p=8364"},"modified":"2026-08-18T17:20:03","modified_gmt":"2026-08-18T17:20:03","slug":"dunnes-stores","status":"publish","type":"work","link":"https:\/\/www.apadmi.com\/en-nl\/work\/dunnes-stores\/","title":{"rendered":"Dunnes Stores"},"content":{"rendered":"\n\t
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\n\t\n\t\tDunnes Stores\t<\/h1>\n\n\t\n\t\t\t

\n\t\t\tBuilding Ireland\u2019s leading loyalty app\t\t<\/p>\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n\n\t

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\n\t\n\t\t\t\n\t\t\tFrom paper vouchers to Ireland\u2019s #1 loyalty app\t\t<\/h2>\n\t\n\t\t\t

\n\t\t\tDunnes Stores is Ireland\u2019s largest grocery retailer, with 15,000 employees and 134 stores. Its offering spans groceries, fashion and homewares, making it one of the country\u2019s biggest retail brands. \t\t<\/p>\n\t\n\t\n\t

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\n\tIts VALUEclub loyalty scheme rewards customers through points and shopping vouchers, helping build stronger relationships with shoppers across its stores. As customer expectations shifted towards mobile, Dunnes wanted to bring VALUEclub into the digital experience. The existing proposition relied on paper vouchers, with ‘Shop and Save’ vouchers printed on till roll receipts and Reward vouchers posted to customers three times a year. The opportunity was to make loyalty more convenient, reduce printing and postage costs, and attract a younger audience.<\/p>\n\n

\n\tApadmi worked with Dunnes Stores to define how mobile could transform VALUEclub, exploring how a native app could work alongside the existing loyalty <\/a>website before refining the brief around a complete digital revamp of the scheme.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

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\n\t\n\t\t\t\n\t\t\tMaking mobile work for Dunnes\t\t<\/h2>\n\t\n\t\t\t

\n\t\t\tDunnes Stores’ high standards for quality and customer service had to carry through into the new app. Security, speed, accuracy and reliability were essential.

Apadmi brought together strategy<\/a>, design, delivery, development<\/a> and QA teams, working closely with Dunnes’ senior team, IT team and CRM partner to deliver the product.
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\n\t\t\n\n\tEvery voucher, digitised<\/h2>\n\n

\n\tShop & Save and Reward vouchers were moved into the app, alongside quick access to points, key preferences and store information. The result was a simpler experience, with no till roll or post required.<\/p>\n\n\n\tTap & go<\/h2>\n\n

\n\tBiometric login, including face and fingerprint ID, made it quicker and easier for customers to access their vouchers at the till.<\/p>\n\n

\n\tBehind the experience was a middleware layer integrating with Dunnes’ IT systems, hosted on Microsoft Azure. The solution also included native iOS and Android apps, alongside a web app offering some of the same features online.<\/p>\n\n\n\tA new marketing channel<\/h2>\n\n

\n\tKey marketing messages and promotions were also brought into the app, giving Dunnes’ marketing team a new channel to reach customers directly.<\/p>\n\n\n\tOperational cost savings<\/h2>\n\n

\n\tThe app also delivered operational cost savings by removing the need to print and post vouchers to customers’ homes.<\/p>\n\n\n\tA launch designed to drive adoption<\/h2>\n\n

\n\tApadmi’s App Store Optimisation<\/a> and Support team managed the launch, starting with a Beta release for colleagues, friends and family before the main public launch followed soon after.<\/p>\n\n

\n\tDunnes’ internal marketing team also received launch support to ensure consistent messaging across key channels. New users were incentivised with a \u20ac10 off a \u20ac30 shop voucher.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

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\n\t\t\t\t\t\t\t\n\t\t\t\t\tResults\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tThe app was the most downloaded in Ireland for its first month post-launch and was selected by Apple as one of the ‘Top Apps in Ireland ‘, supported by positive sentiment from 50K+ reviews.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t