The existing paper-based system saw ‘Shop and Save’ vouchers delivered via till roll receipts, and Reward vouchers sent to customers by post three times a year. The goal for the app was to replace both systems, which would incentivise loyalty, save on printing costs and attract a younger audience through an enhanced user experience. 

As an established and respected brand across Ireland, Dunnes Stores’ high standards of quality and customer service had to be replicated in the new app. Security, speed, accuracy, and reliability were essential for the product to be a success.

Apadmi’s team comprised strategy, design, delivery, development and QA, all working closely with the Dunnes senior team,  IT team and their CRM partner to ensure the product was seamlessly executed. The solution included a middleware layer integrating into Dunnes IT systems, hosted on Microsoft Azure and developed native Mobile Apps for both iOS and Android, and a web app to provide some of the features on the website.

All vouchers were transferred digitally to the app, as well as quick access to points, key preferences, and store information. We also made key marketing and promotion available within the app to enable the marketing team to use the app as an additional channel.  Biometric logins, including face and fingerprint ID, were also supported to make life easier for customers who wanted to quickly access vouchers at the till.

Apadmi’s Performance Team supported launch activity, initially with a Beta launch that gave colleagues, friends and family access to the app. The main public launch followed soon after. 

Dunnes’ internal marketing team were also given initial marketing support from Apadmi to help promote the app. This ensured consistent messaging across all key channels, with a ‘€10 off a €30 shop’ voucher being offered to all new users.

The app has had hugely positive customer feedback. It has delivered both improvements to the customer experience and a high business impact through operational cost savings - because vouchers no longer need to be printed and sent out to customers’ homes. Dunnes Stores has also maintained its position as Ireland’s leading grocer.