AI
Zühlke's GenAI Project Finder boosts presales efficiency
Learn more
Homepage zuehlke.com
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.
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.”
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.
