SPAR Friends Club Loyalty program

The goal was to develop the ecosystem of the “Friends Club” app and website for effective interaction with SPAR customers. We needed to quickly develop a mobile application with a simple interface and intuitive navigation in it.

The ultimate goal of product development was to provide customers with convenient services for shopping both offline and online.

By attracting more attention to the brand, we can make customers more loyal. This leads to an increase in their frequency of purchases, average receipt value, and time spent in the app, which is beneficial for the business.

Initially, the application was launched as a tool for the loyalty program of the SPAR store chain.

To attract a wide audience, we tried to create a simplified flow. Registration in the “Friends Club” requires minimal targeted actions (for example, no long questionnaires are required). By displaying the virtual card at checkout, customers earn bonuses for their purchases. In their personal account, they can view their purchase history, receipt information, and bonus statistics. Users can see how to change their status.

The “Friends Club” app allows customers to create not only individual, but also shared accounts: it’s easier to accumulate points with friends and family and increase their level in the loyalty system. The product’s concept emphasizes a friendly approach towards users, starting with how they’re addressed (Buddy, Friend, Best Friend). This emphasis is evident throughout, including in gamification.

The product is not only limited to these familiar elements for loyalty programs. We have a system of personalized promotions and adaptive banners tailored to each customer’s specific interests. Thanks to our gamification approach, customers can play fun promotional games and earn valuable coupons. If there’s any issue, our app allows you to reach out to Customer Care.

In response to the pandemic, we quickly launched an online store that has become a full-fledged sales channel. Later we introduced a Wallet in our application — SPAR’s own payment system that you can learn more about here.

The “Friends Club” app is one of the most popular and widely used apps in the area.

According to statistics, 55% of customers of the retail chain use a virtual card through the application.

The product is rapidly adding new features and integrating with the offerings of other local businesses.