Transforming loyalty for Dunnes Stores
The most downloaded app in Ireland for the first month post-launch
Chosen by Apple as one of the ‘Top Apps in Ireland in 2021’
4.7-star app rating from more than 50,000 reviews
Dunnes Stores retained #1 spot as Ireland’s largest grocery retailer
What you need to know
Dunnes Stores is Ireland’s largest grocery retailer, with 15,000 employees and 134 stores. The company needed a partner to create a digital solution that would help it keep pace with the competition and deliver the best possible customer experience.
With the objective clear, a multidisciplinary team worked together to define what the solution looked like and create the roadmap to take them there.
The starting point was to understand how a native application could best support the existing Dunnes Stores loyalty website. After some collaborative investigation, the brief was refined to focus on a digital revamp of the Dunnes Stores customer loyalty scheme, VALUEclub.
The response from customers has been fantastic and daily app downloads continue to surpass even our most optimistic expectations. People clearly love having a digital version of their VALUEclub points and shopping vouchers on their phone. This is just the beginning of our journey to leverage this technology to make shopping better for our customers.
Brian Kitson, Head of Loyalty and CRM
What we did
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.
How we moved the market
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.