Transforming loyalty for Co-op and helping members to save millions on their shopping
The Co-op app has been downloaded more than 2.3 million times
26 million personalised offers were redeemed last year saving over £10 million for members
£100 million has been donated to over 4,000 causes
For every £1 Co-op spent developing the app and funding member offers, they received £12 back in revenue
What you need to know
Following a report produced by the Co-op, it was clear many members were craving a better way to manage their membership through a mobile solution.
The Co-op embarked on a journey to find out if a mobile app would help members to manage their memberships with greater ease and efficiency.
Members told them they wanted a digital card on their phone, with the ability to access their loyalty scheme benefits all in one place.
What would the Co-op get out of this? Greater engagement with happier customers.
Apadmi is a part of our team. They’re a fantastic bunch of people and it’s meant working on the app for the past year has been enjoyable and fulfilling. Our goal is to continue to deliver more value to our members and their communities – the app and Apadmi have a huge role to play in that.
Louise Nicholas , Product Manager, Co-op Membership
How we moved the market
For almost two years, Apadmi and Co-op worked on iteratively developing the membership app, launching first to Co-op colleagues and driving innovation through extensive research and user testing. In 2020 the app launched, complete with a bundle of exclusive features such as a digitalised membership card, integrated with Apple and Google Pay, a 'donate your balance to local causes' feature and weekly personalised offers based on spending habits.
To date the app has been downloaded more than 2.3 million times and last year 26 million personalised offers were redeemed, saving members over £10 million. According to Co-op's Chief Product Offer Adam Warburton, "The app has been phenomenal in terms of commercial success" as "for every £1 spent developing the app and funding member offers, there's £12 in revenue that's hit the bottom line in one of our retail stores."
More recently, Apadmi has supported Co-op with App Store Optimisation, increasing App Store downloads by 54% and climbing up category rankings by 42%.
The team continue to work with Co-op on new app features, constantly innovating to provide the best mobile experience for their members.
The Co-op app has won the following awards: