Swiss retailer Migros is running an entirely digital promotional campaign for customers who use its app.
The federation of co-operative societies – the country’s largest retailer – began a digital journey in 2016, relaunching its website and optimising user experience on all devices. Since launching its first app in 2014, the retailer has continued to add new functions.
The app is available for free and enables customers to plan their purchases, save through promotions, manage digital coupons and earn points. Shoppers can also use the app to make shopping lists and share them with their family members, who can add products to them. Using the Discovery function of the app, shoppers can scan products in store, to read nutritional and allergy information, and customer reviews.
Using the app’s digital wallet, customers can collect and accumulate stamps when buying products from the co-operative, using their Cumulus membership card. The platform also integrates other social media channels to help share information easier.
In one of its most recent campaigns, customers can collect digital stamps exclusively on the app and use these to win Disney audio figurines, which connect to an audio box. Every purchase worth SFr 20 equals one point. If they reach 10 points customers get a free Disney audio figurine. Shoppers purchasing from the co-op and collecting digital stamps will also be entered into a draw for a full DVD collection of Disney classic films.
The offer is only available to customers who use the app, which means that those without a smartphone or a device on which they can install it cannot benefit. At the end of the promotion the supermarket will analyse the feedback from customers.
In the society’s annual report, Migros executives identified the shift from in-store to digital retailing as a key challenge for the chain. However, the Migros Group performed well in 2017, with total sales increasing by SFr 333 million (+1.2%) to SFr 28.1 billion. Online sales at Migros also grew by 5.1%, reaching SFr 1.95bn.
