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 and view their transaction history all in one place.
What would the Co-op get out of this? Greater engagement with happier customers.
What we did
Our team worked on-site alongside the Co-op’s design team, ensuring there was a constant open communication channel whenever it was needed.
Being one of the UK’s most established retailers brings a plethora of legacy IT system challenges. Successfully integrating a new native mobile app solution to these legacy systems was essential, to ensure that the mobile app would work as users expected.
Far from being just a digital card and a tool to view past transactions, through the app, 1% of a member’s yearly spend can be allocated to a local cause.
We developed a simple, intuitive UX/UI so members can easily review and select which local causes they would like to choose.
The Co-op Membership app was launched in beta last year for review by Co-op employees and members. We provided technical support throughout this period, as well as consultancy surrounding further app features and developments for the Co-op’s long-term digital roadmap. One example of this is the digital offers feature, introduced to the app towards the end of 2018.
The paperless version of coupons, it allows members to scroll through current Co-op offers and add two to their card per week, to be redeemed in-store using their smartphone. We’re already expanding the future of this feature with their team, such as using AI to make these offers more “intelligent”, suggesting promotions to members based on their information and buying behaviours.
Now, after 12 months of testing, improving and enhancing the original version of the app, it was successfully launched in September 2019 to the wider Co-op membership base.