Collaboration overview: Coop sets out to elevate the Supercard loyalty app to increase customer engagementIn-depth research helps gain a better understanding of customer needs and opportunities for optimisationCustomer insights help shape new digital services and guide the development roadmap for Coop’s Supercard loyalty app Improving customer understanding As Switzerland’s only multi-partner loyalty programme, Coop’s Supercard has evolved from a pure points scheme into a central service provider, continuously optimising its central access point for all members. The Coop Supercard team wanted to assess how existing services contributed to increasing customer relevance and appeal. Additionally, they wanted to identify areas of untapped potential in the Supercard app. The goal was to establish the app as the central gateway to the Supercard partner network and increase interaction by identifying new requirements and developing new services while enhancing existing ones. Taking an outside-in approach Coop’s Supercard team turned to our retail and customer experience experts for help. To advance their vision, we used an outside-in approach to create a comprehensive knowledge base. During the analysis phase, we extracted insights by conducting customer interviews and contextual inquiries. We also surveyed internal specialists to better understand customer needs, requirements, and opportunities for optimisation of their existing app. ' Zühlke supported us in the process of generating relevant customer insights and systematically deriving opportunities for future services. ' Fabian Pachlatko Head of Digital Services, Coop Turning customer insights into action The outside-in approach, based on the ‘Jobs-to-be-Done’ methodology, enabled us to understand customer behaviour patterns, identify their needs, and pinpoint areas that deliver real added value in the digital experience. A team from various Coop Group divisions then leveraged these insights as a foundation for optimising existing services and creating new ones. Our work Commerce & retail The problem with online returns: solved 75% faster with AI Learn more Commerce & retail Emmi develops a successful ERP transformation strategy Learn more Banking, Commerce & retail Cybernetic Delivery: Modernising Legacy with AI Learn more Go to case studies Deliver transformative impact with Zühlke. Speak to our team today. Get in touch
' Zühlke supported us in the process of generating relevant customer insights and systematically deriving opportunities for future services. ' Fabian Pachlatko Head of Digital Services, Coop