Commerce & retail

Coop gains valuable customer insights to further develop the Supercard loyalty app

We helped the Coop Supercard team evaluate customer needs and identify new opportunities to improve the shopping experience.

Collaboration overview:

  • Coop sets out to elevate the Supercard loyalty app to increase customer engagement

  • In-depth research helps gain a better understanding of customer needs and opportunities for optimisation

  • Customer 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.

Woman using loyalty app in grocery store

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.

Fabian Pachlatko
' 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.