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\r\nThe new app uses Orium's React Native Accelerator to build a smoother omnichannel interaction for customers. By amalgamating ordering, payment, and loyalty features, the app offers a more cohesive consumer experience that is designed to prioritize modern customer demands, the company says.
Leveraging data to improve the customer experience has been a priority for Kum & Go for some time. Speaking at Analytics Unite this year, Matt Weber, Kum & Go’s director of business insights and analytics, outlined how the retailer is using data and analytics to drive a strategic initiative for a healthy food launch.
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\r\nExperimentation has been a key component of these efforts, and the retailer used A/B testing to analyze Kum & Go’s first-party data while selecting a set of stores to implement the healthy food initiative.
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\r\nAs part of this, Kum & Go tapped into its loyalty program data and was able to see that a huge shift to pizza occurred. As a result, the retailer expanded grab-and-go options in its made-to-order initiative. At the time, the retailer said it would be moving into new markets this year and would be optimizing its kitchen and staffing after insights from its trial.
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\r\nNo doubt by expanding its loyalty program, the retailer will continue to gather and leverage key insights and use them in remodeling schedules, product development, ordering, pricing, and more.