Shaping Loyalty at Min Købmand
Together with my colleagues in the Experience Design team at Dagrofa, Thomas Grønne and Sarah , I designed a customer loyality app for the small hyper-local supermarket chain Min Købmand.
Unlike other supermarket chains, Min Købmand is not characterized by large product ranges or discount pricing. Instead is has gained a foothold by reviving shops in small towns threated by population decline. Stores are often opened with the help of money raised by the community and partly run by volunteer residents. The goal of the loyalty program was to strengthen this relationship with the local community.
Key Features
Gain points for repeat shopping: By simply shopping as usual
Earn discounts and gifts: By redeeming points at your local Min Købmand.
Take part in the local raffle: Driven by the local Min Købmand to engage and give back to the community.
Working locally with shopkeepers
To ensure a fit with Min Købmand's unique market conditions we consulted with shopkeepers and staff along the way, including them in the iterative design process. In particular we performed user testing of the app with the residents and everyday shoppers of Min Købmand Boeslunde in collaboration with the local shopkeeper.
During the final stages of the design process shopkeepers were included in the sign off on the final design alongside Dagrofa executives.
Customer loyalty at a smaller scale
Wheather the success of Min Købmand's loyalty program will have to wait, its overall direction is wholly different from others of its kind. The digital product was shaped with a focus on customer loyalty at a local level, tied back to the community roots of the brand.
