With 68 stores in 47 Swedish cities, Hemmakväll is the country’s largest candy store chain. When the company decided to improve their digital offer to increase customer loyalty, they turned to Semcon’s digital experts.
The change has been big and fast for Hemmakväll. The company has gone from being a chain of video rental stores to focus entirely on candy and snacks. The chain has also made large investments in their digital offer, with the goal to increase returning customers. To make sure they put their energy in the right place, Hemmakväll chose to ask what their customers wanted. After dialogue in social media and member surveys, it quickly became clear that an app was the best way to meet the customers’ wishes. Semcon was tasked with creating it and began to find out in detail what drives loyalty among Hemmakväll’s customers.
The most important thing with digital services, and apps in particular, is to have a very good idea about why they’re created. And for who. We always begin with understanding the user as well as we can. Hemmakväll had already done a great job in this area, that we used in order to decide where Hemmakväll’s and their user’s interests could meet.
Customers want to feel chosen
It quickly became clear that the users wanted to feel chosen. For Hemmakväll it was important to give the brand’s playfulness space and that their digitally responsible could update the app themselves. The result is an app containing quizzes, personal offers based on taste profiles, digital stamp cards, inspiration and integrations with other services. The customers will find it’s easier to shop and that they will be rewarded for every purchase.