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Coop Boosts Loyalty Offer Redemption by 4.3 PP With a Single Real-Time In-App Nudge

Industry: Grocery

Coop is Denmark’s largest consumer cooperative, with over two million members and a market-leading grocery app used by 450,000+ shoppers every week in store. Members self-scan items, pay directly in-app, and receive weekly personalized offers — making Coop one of the most digitally advanced grocery retailers in Scandinavia.

Coop Case Study

Products

Mobile and App Marketing
+ 4.3
PP
increase in offer redemption
2,400+ extra redeemed purchases in 24 days
+ 4
%
increase in revenue
on personal offers
26
%
in-app banner click-through rate
over 5x higher than typical benchmark

Challenge

Coop’s personalized offers program was working — members activated offers, showed intent, and valued the discounts. The challenge was the last 30 seconds of the shopping trip.

  • Offer activation ≠ offer redemption. A large segment of members regularly activated personal offers in the app before shopping, but repeatedly forgot to use them at checkout — losing real value on both sides.
  • Friction at the moment of purchase. In-store busyness broke the link between digital preparation and physical action. The gap wasn’t relevance or motivation — it was timing.
  • Scale amplified the cost. With ~300,000 daily transactions, even a 4% gap in redemption represented millions of DKK in unrealized member value — and missed revenue — every year.
  • Generic re-engagement wasn’t the answer. Sending more emails or push notifications earlier in the day wouldn’t fix a moment-of-purchase problem. The solution needed to be precisely timed, not simply louder.

Solution

With Bloomreach, Coop built a single, precisely timed real-time in-app banner — triggered the moment a member scans their first item in-store — orchestrated end-to-end by Loomi.

The right audience = the highest-potential segment. Coop isolated a “periodic” behavioral segment: members who regularly activated personal offers but did not consistently redeem them. This group had already demonstrated motivation — they just needed a well-timed nudge. Targeting was precise, not broad, ensuring the experience felt relevant rather than generic.

The right moment = first item scanned in-store. The trigger fires the instant a member scans their first item using the Coop app’s self-scan flow. At this point the member is already in “buy mode” — the shopping trip is underway and there is still time to act on unredeemed offers. A real-time trigger powered by Loomi detects the scan event and immediately serves a slide-in banner inside the app.

One platform = zero fragmentation. Transaction data, behavioral profiles, offer data, segmentation logic, real-time triggering, and banner display all run within Loomi — no stitching together separate systems. This made the solution fast to build, easy to maintain, and fully auditable.

Here’s how it worked:

  1. Member activates personal offers in the Coop app before or during their shopping trip → intent is captured by Loomi 
  2. Member enters a physical Coop store and opens the app to self-scan their first item → Loomi detects the in-store scan event in real time
  3. System checks: is this member in the “periodic” segment (activated but inconsistent redeemer)? → If yes, banner is triggered
  4. A discrete slide-in banner appears in the app → reminds the member of their activated offers and enables activation of additional offers without leaving the scan flow
  5. 7-day quarantine logic prevents the banner from re-appearing too soon → preserves relevance and prevents the experience from feeling intrusive
  6. Member redeems offer at checkout → redemption, activation, and revenue are logged back into Loomi for ongoing optimization

Results

The results were exactly what Coop was hoping for after evaluating the initiative in a 24-day test period: 

  • +4.3 percentage point increase of redeemed personal offers (primary KPI). The proportion of purchases where personal offers were actually used increased by 4.3 percentage points — equivalent to 2,400+ additional qualifying purchases in the 24-day test period alone.
  • +4.0% increased revenue on personal offers (secondary KPI). DKK 328,000 in incremental revenue over 24 days, driven by more members converting activated offers into actual purchases — not from larger basket sizes.
  • +3.8% more activated offers (tertiary KPI). 5,600+ additional offer activations in the test period. The in-store nudge didn’t just drive redemption — it prompted members to activate further offers they hadn’t yet selected.
  • 26% click-through rate on the in-app banner. Over 5,400 members actively clicked through — a direct signal that the experience felt helpful, not intrusive.

In addition to the impactful results, Coop received a silver award in the ‘Best of Digital Effectiveness’ category at the Danish Digital Awards. The jury praised the campaign as a standout example of focused, measurable digital work:

“Where some might see a small case, the jury saw a case that is single-minded, transparent, and with a sharp red thread throughout. This case should be the template for how to create a business case for the DDA.”

— Danish Digital Awards Jury

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