The Co-op Group’s digital team is in the process of developing an app for its members. The retailer is currently trialling the app in its Angel Square shop at its headquarters in Manchester and plans to roll it out to selected stores, once tested.
The aim of the app is to provide members with a digital version of Co-op Membership. With over 71% of the UK’s adult population owning a mobile phone, the Co-op is exploring the potential of mobile platforms.
In a blogpost for Co-op Digital, interaction designer Jack Sheppard explained how he teamed up with service designer Kathryn Grace to find out how customers might interact with a mobile app and what they would expect from it.
As part of the research, they spoke to Co-op colleagues, customers and members, conducting a series of stakeholder interviews. They also ran a sketching workshop to engage with colleagues from Co-op Food, Funderalcare, Digital, Membership and Insurance teams.
The process revealed customers and stakeholders wanted the app to include digital coupons and a mobile membership card, enable them to see their 5% reward balance and choose a local cause to donate the additional 1% gained from shopping at the Co-op. They also want the app to let customers sign up as a member.
“Our research has made us understand that there’s an opportunity to change what the ‘thing’ that links a member to the Co-op might be,” said Mr Sheppard.
“At the moment this is the membership card and it’s typically at the end of the member journey. An app could change that.”
