The Co-op is further ramping up its use of data-driven marketing following the launch of its first addressable TV ad this week, with the full roll-out of the “Co-op app”, which has been in trials for nearly a year.
The new app gives the Co-op’s 4.6 million members the ability to download weekly personalised offers, as well as track their member reward balance. Members can choose two offers every week and use them on top of any in-store promotions.
The app, which is designed to boost engagement by offering coupons and tailored deals direct to members’ phones, has been developed with mobile technology company Apadmi, which has also worked on Co-op’s health app and a digital repeat prescription service.
Co-op Digital principal product manager Joel Godfrey said: “We put our members at the heart of everything we do, so getting their feedback on the app as early as possible was critical. The 12-month testing period has enabled us to identify the features and functionality that will really matter to our members.
“The end result is just as we hoped – richer customer interactions, greater member satisfaction and now we can look at personalising those in-app user experiences.”
Meanwhile, Sainsbury’s has finally confirmed it is rolling out changes to its Nectar loyalty scheme as predicted by Decision Marketing last month, following trials in Wales and the Isle of Wight.
Under the new-look scheme, customers are sent a range of points-boosting offers based on their shopping habits every Friday. Shoppers can view all of their tailored offers on the website or app, where they can “save” the ones they want to use before shopping.
New customers need to register using the Nectar app or through the new Nectar website, while existing digital customers simply have to update the app.
In addition to points offered at Sainsbury’s, customers will continue to be able to boost their points by spending them at almost 400 retailers including Argos, Next and Topshop.
The points will also still have the same value, where shoppers get £2.50 in Sainsbury’s for every 500 points.
Nectar managing director James Moir said: “During the trials, we listened to what our customers wanted and how they like to receive offers, in an increasingly digitised world.
“This led us to a change in direction for the Nectar scheme, enabling our customers to have a much more personalised experience with offers that are completely unique to them.”
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