Rolling out a Yoyo-powered app – the most effective app launch strategy on the market

| November 20, 2018 | By

Through five easy and clearly-defined app launch stages, one Yoyo partner saw customer app adoption reach a staggering 20% share of checkout just three weeks after launch.

Rolling out a Yoyo-powered app - the most effective app launch strategy on the market

THE GOAL

One of the UK’s largest telecomms providers was ready to roll out its new Yoyo-powered app experience across all 28 of its canteen locations and needed a launch strategy that would capture as many of its 8,000-strong workforce as possible.

STRATEGY

Ahead of app launch, Yoyo worked closely with the company on five key tried-and-tested stages:  

  1. Creating an engaging IN-APP LOYALTY STORE
  2. Building a structured STAFF TRAINING PROGRAMME
  3. Devising relevant IN-STORE MARKETING MATERIAL
  4. Establishing a robust INTERNAL COMMS PLAN
  5. Initiating STRATEGIC LAUNCH PROMOTIONS
    ..

1. THE MOST ENGAGING IN-APP LOYALTY STORE

Yoyo’s product and design team conducted consumer research within the partnering company to identify popular products and build an in-app loyalty store that would include a wide range of enticing items – from perceived low-cost to high-cost – so that customers would have as much choice around how they wanted to spend their well-earned loyalty points.

Inserting an added level of loyalty simplicity, a hot drink stamp card was also included in the app, replicating the existing hot drink paper stamp card, so that customers would automatically be entitled to a free hot drink after their 9th purchase.

2. STAFF TRAINING

Ahead of the app launch, Yoyo ran five in-depth training webinars for all nationwide staff to ensure everyone was fully onboard, aware of how the app worked, knew timings and could deliver key messaging:

Key Cashier Phrase:

“Have you downloaded our new app? Did you know you can earn loyalty with every purchase?”

As well as training, an incentive programme was also devised – rewarding cashiers who had converted the most customers to app users at the end of the first month.

3. IN-STORE MARKETING MATERIAL

Yoyo provided a full app launch launch collateral pack to each of the 28 locations, including (but not limited to): T-shirts, stickers, posters, and promo cards. This would ensure customers were consistently exposed to the app and its superior benefits.

The fully-branded marketing material was displayed at every café and restaurant by local teams and desk drops were also arranged to reinforce key messaging and ensure every employee received promo cards with a promo code so that they would be rewarded when they downloaded and used the app for the first time.

4. INTERNAL COMMS

To support in-store marketing activity, two weeks prior to launch, the partner informed their workforce about the new app experience. This was followed by three updates as launch day approached, and on launch day itself a big company-wide announcement was made, with employees given the opportunity to ask any questions over email.

A number of rotating digital screens were also placed around the company’s sites, with key information and offers included on-screen for the first two weeks after launch.

5. STRATEGIC APP LAUNCH PROMOTIONS

Several launch promotions were created to incentivise customers further to download the app. This was especially important as they had previously used an app that had not worked well.

A promo code that rewarded users with a free hot drink was displayed on posters around the company, and promo cards were dropped onto every single desk.

A First Transaction campaign also rewarded new customers with double points on their first three transactions. Not only would customers be rewarded for downloading the app they would be incentivised to keep transacting.

The paper stamp card was also phased out and one month after the app launch it was stopped. To ensure nobody was left behind, Yoyo set up a rule so that anyone with existing loyalty stamps on a paper stamp card could transfer them onto the app.

RESULTS

With both Yoyo and the partnering company working closely to implement all five stages, a fantastic launch strategy was in place to attract the 8,000-strong workforce to the new app experience.

BY THE END OF THE THIRD WEEK:


20%
AVG SHARE OF CHECKOUT (SOC)

1,977
PROMO CODE ENTRIES

26%
CUSTOMERS WHO DOWNLOADED THE APP

2,115
ACTIVE USERS

35%
SOC AT BUSIEST LOCATION

15,345
TRANSACTIONS

CUSTOMER FEEDBACK:


Here’s what came back from customers based on the app’s NPS score, which indicates whether a user would be willing to recommend their experience to a friend or colleague:

Score of: 10/10
Very quick and easy to use, I use the vouchers for afternoon snacks! Also good for hot drink stamps as I’ve lost count of the amount of physical cards I’ve lost, or forgotten to stamp!


Score of: 10/10
Everyone who makes purchases for food and drink on campus should definitely have this app installed, the points accrual/rewards are fantastic!! Often leave purse at home I would never forget my phone so can always get a drink or lunch, easy to use and like the points scheme.


Score of: 10/10
Simple to use, removes the need to carry cards, better discounts available.


Score of: 10/10
Its worked well and like getting points and using them. I have a friend starting so will recommend to him.


Score of: 10/10
convieniant to not carry walllet and loyalty stamps around all the time and cash back on all purchases is a great incentive would like more  🙂


Score of 10/10
It is easy, fast , always accurate and I do not need to take my bank card with me all the time . And the points that we get after a while are quite handy


.
Rolling out a Yoyo-powered app - the most effective app launch strategy on the market