Marks and Spencer's loyalty app has amassed an impressive 8 million downloads since it relaunched mid-summer, demonstrating the ways in which brands are responding to consumer needs during the pandemic.
The first iteration of the app was released five years ago, but fell under criticism from its users due to its confusing interface, lack of instant rewards and heavy reliance on discounting. Now, after undergoing “substantial improvement,” the app has relaunched to offer a consumer-first approach. This includes instant rewards, an improved user-face and a greater selection of charities to support. One of the most exciting updates is the promise that one customer a week will get their groceries for free - a promotion that keeps consumers coming back to the stores.
Image Credit: M&S
Why This Trend Is Growing
- Consumer-first Loyalty Apps
- There is a trend towards developing loyalty apps with a consumer-first approach by instantly rewarding customers and improving user experience.
- Improved App Interfaces
- There is a trend towards updating app interfaces to be more user-friendly in response to consumer feedback.
- Charitable Rewards
- There is a trend towards offering a greater selection of charities that customers can support through loyalty programs.
Industries Being Reshaped
- Retail
- Retail industry professionals could consider investing in developing or updating loyalty apps to improve customer experience and satisfaction.
- Charities
- Charities could consider partnering with brands and offering charitable rewards as part of loyalty programs.
- Technology
- Technology industry professionals could consider offering app development services for loyalty programs that prioritize user experience.
