Convenience store retailer Kum & Go has revamped its mobile app and loyalty capabilities.
Earlier this month, Kum & Go rolled out the latest iteration of their mobile app and rewards program, developed in collaboration with composable commerce provider, Orium.
The new app uses Orium's React Native Accelerator to build a smoother omnichannel interaction for customers. By amalgamating ordering, payment, and loyalty features, the app offers a more cohesive consumer experience that is designed to prioritize modern customer demands, the company says.
Leveraging data to improve the customer experience has been a priority for Kum & Go for some time. Speaking at Analytics Unite this year, Matt Weber, Kum & Go’s director of business insights and analytics, outlined how the retailer is using data and analytics to drive a strategic initiative for a healthy food launch.
Experimentation has been a key component of these efforts, and the retailer used A/B testing to analyze Kum & Go’s first-party data while selecting a set of stores to implement the healthy food initiative.
As part of this, Kum & Go tapped into its loyalty program data and was able to see that a huge shift to pizza occurred. As a result, the retailer expanded grab-and-go options in its made-to-order initiative. At the time, the retailer said it would be moving into new markets this year and would be optimizing its kitchen and staffing after insights from its trial.
No doubt by expanding its loyalty program, the retailer will continue to gather and leverage key insights and use them in remodeling schedules, product development, ordering, pricing, and more.
In this report, RIS explores how retailers are enhancing consumer experiences with greater personalization through the use of first-party data, harnessing the potential of artificial intelligence, loyalty programs, retail media, and other strategic tech investments.