Spinneys Loyalty Revamp: Driving Engagement & Growth

In a rapidly evolving e-commerce landscape, Spinneys—a leading Egyptian supermarket and online grocery store—sought to redefine customer engagement through a refreshed loyalty program. To achieve this, Spinneys partnered with Robusta Studio to design, develop, and implement a tiered loyalty model aimed at delivering a superior user experience and personalized rewards. Over the span of one year, our dedicated squad leveraged its expertise in Magento and system integration to build a solution that aligns with modern consumer trends and business needs.

Software Development. UX/UI.

Background

Spinneys had an existing loyalty model where customers could earn and spend points on purchases. However, the traditional model did not actively highlight the program or offer differentiated perks based on customer engagement. To address this, we identified an opportunity to innovate by introducing tiered rewards. This new approach would classify customers based on their spending habits and offer customized offers and vouchers tailored to each tier. This initiative was built upon extensive market research and benchmarking to align with leading industry trends. Robusta was brought on board to transform this vision into reality, operating within a strategy-driven model with a dedicated squad responsible for scoping, design, and development.

Spinneys Website

Challenges Faced

Prior to the intervention, Spinneys faced several key challenges that hindered the effectiveness of its loyalty program. One major issue was the underutilization of loyalty features—the existing points-based model lacked visibility and incentives, leaving even the most loyal customers without compelling reasons to engage more deeply. Additionally, the user experience was limited; customers often found it inconvenient to access vouchers during checkout, particularly when required to manually copy promo codes. On the technical side, integrating the loyalty program with Spinneys’ ERP system proved difficult, as it required real-time updates across all customer touchpoints to ensure a seamless experience. Finally, with rapid shifts in consumer expectations and loyalty trends, there was a pressing need to reimagine the program. This involved benchmarking against the most engaging models in the market and investing in significant system upgrades to enable a fully integrated, omni-channel experience.

Solutions Implemented

Robusta’s approach to addressing Spinneys' challenges was both strategic and iterative, focusing on long-term impact and user-centric design. One of the core solutions was the redesign of the loyalty program to include a tiered structure based on customer spending. Each tier offered tailored offers and vouchers, creating a more engaging experience that aligned with evolving consumer expectations. To manage implementation effectively, the project was rolled out in phases. The first phase introduced a minimum viable product (MVP) that showcased the new tier system, helping customers become familiar with the revamped program. A later phase is set to add specific SKU-based discounts for each tier, enhancing personalization. A major technical milestone was the seamless integration of the loyalty program with Spinneys’ ERP system. Robusta provided expert guidance throughout this process, enabling real-time updates on customer points and ensuring a consistent omni-channel experience. The user experience was also significantly improved by streamlining the voucher redemption process; customers can now redeem offers directly at checkout without manually copying promo codes. To ensure stability and a smooth launch, Robusta implemented a rigorous testing process across staging, production, and integration environments, minimizing disruption and supporting a successful go-live. Since launching the Spinneys Loyalty Program on January 15, 2024, the program has shown immediate and measurable impacts on customer behavior and business performance.

Results Achieved

Metrics

Customer Engagement & Retention

Increased sign-ups and sustained high retention rates (94.83%) post-launch reflect strong engagement with the loyalty program.

Average Order Value (AOV)

16.5% increase since launch, showing the impact of tiered rewards on spending behavior.

Transaction Growth

Increase in the number of orders from loyalty members, indicating higher participation and usage.

Operational & User Experience Gains

Seamless ERP integration has improved real-time updates and transaction processing, while a more intuitive checkout experience has made voucher redemption easier, boosting customer satisfaction.

Conclusion

The Spinneys Loyalty Program marks a significant milestone in enhancing customer experience and retention. By leveraging Robusta’s technical expertise and strategic approach, Spinneys successfully launched a tier-based loyalty model that not only rewards customers more effectively but also sets a new benchmark for customer engagement in the e-commerce sector. As the program continues to evolve, the positive feedback, seamless rollout, and strong engagement highlight the success of our approach and pave the way for future enhancements.

AOV Increase

16.5%

Retention Rate

94.83%

Repeat Customers Per Period

16K

Spinneys Loyalty Revamp: Driving Engagement & Growth

Software Development. UX/UI.

Background

Challenges Faced

Solutions Implemented

Results Achieved

Significant Increase in Average Order Value (AOV)

Higher Customer Retention

Loyal & Returning Customers

Positive Customer Feedback

Smooth Implementation