Spinneys
94.83% retention rate, 16.5% AOV increase, and 16,000 repeat customers per period — delivered through a Magento-integrated tiered loyalty program built in one year.
Spinneys — a leading Egyptian supermarket and online grocery store — had an existing points-based loyalty model, but it suffered from three critical gaps. First, the program was underutilised: it was never actively highlighted or incentivised, so loyal customers saw no clear benefit for higher engagement. Second, the user experience was cumbersome — customers had to manually copy promo codes to redeem vouchers at checkout, creating friction at the critical moment of purchase. Third, the system had no real-time integration with Spinneys' ERP, meaning point balances and offers weren't reflected instantly across channels. With the loyalty landscape evolving rapidly, Spinneys knew the program needed to be reimagined from the ground up.
Robusta Studio partnered with Spinneys for a full year to redesign, develop, and implement a modern tiered loyalty model. The strategy was both iterative and rigorous: a minimum viable product was launched first to introduce the tier concept and gather early feedback, followed by a phased rollout of deeper features. The team provided expert ERP integration, ensuring real-time updates across every touchpoint and a seamless omni-channel experience. Checkout was transformed — customers now access and apply vouchers directly, with no manual code copying. Every phase was subjected to a robust testing process spanning staging, production, and integration environments before go-live.
We redesigned the program from a flat points model into a clear tier structure based on customer spending levels. Each tier unlocks customised offers and vouchers aligned with modern consumer expectations — rewarding loyalty in a way that is visible, meaningful, and motivating.
Rather than a single high-risk launch, we built and released an MVP first — letting customers familiarise themselves with the new tier system before subsequent phases introduced SKU-specific discounts per tier and deeper personalisation.
Robusta provided expert guidance on integrating Spinneys' ERP system with the loyalty platform, ensuring customers receive real-time updates on their points balance and enjoy a consistent omni-channel experience whether shopping online or in-store.
A key UX focus was removing friction at the point of redemption. Customers can now access and apply vouchers directly at checkout without copying promo codes manually — a change that materially improved satisfaction and drove higher redemption rates.
Our rigorous multi-environment testing approach — spanning staging, production, and full integration environments — ensured a smooth go-live on January 15, 2024, with no major technical disruptions and immediate measurable impact.
The Spinneys Loyalty Program marks a significant milestone in customer experience and retention. By combining Robusta's technical expertise in Magento and ERP integration with a strategic, phased approach, Spinneys launched a tier-based loyalty model that rewards customers more effectively and sets a new benchmark for engagement in Egyptian e-commerce. With a 16.5% AOV increase, a 94.83% retention rate, and 16K repeat customers per period, the results speak for themselves — and further enhancements, including SKU-specific tier discounts, are already planned.
