“Understanding the customer” rings in every retailer’s ears, as store chains grapple with changing consumer habits and how to adapt to them. Yet few go as far as sending their staff to live with customers. It is a radical approach, but one adopted by Denmark’s largest retailer of consumer goods – Coop Denmark.
In order to better understand their customers, many internal Coop staff spent time living with 28 different families in the suburbs of Denmark. The challenge the retailer then faced was to become simpler for their customers, more digital and localized.
In October 2016 they launched a mobile loyalty app. The app has enabled the retailer to provide fulfilment, convenience and personalisation at every touch-point to meet their customers’ fast-changing requirements. It has steadily grown in popularity, enticing customers with inspirational recipes and cookery videos. Out of the 1.7 million members of Coop Denmark, those who have downloaded the app receive 25 tailored offers and the freedom to pick five bespoke offers, and can use the app’s mobile payment functionality to pay at the register, and see their bonus grow in real time.
Omnico’s software solution, omniEngage, sits behind the Coop developed app, enabling real-time customer bonus point calculations and personalised promotional activity. Discounts are delivered direct to the customer via the mobile solution, which is hosted in the Omnico Cloud.
Following this, the grocer then went on to trial a mobile self-scan app in seven stores, linking to bonus wallets, promotions and credit / debit functionality. The self-scan app allows payment via an e-wallet and utilises Omnico’s omniBasket software to enable payment at the till via the customer’s device, which is linked directly to the customer’s dividend, bonus wallet, or credit / debit card. The solution enables customers to scan a product once, then skip the till queue by paying automatically through their device. Electronic e-receipts are then available to the customer in near-real time within the app.
You can watch a video of the loyalty app here: http://www.omnicogroup.com/news/coop-denmarks-loyalty-app-powered-by-omnico/
You can watch a video of the self-scan app here: http://www.omnicogroup.com/news/coop-denmark-self-scan-app-powered-by-omnico/