26 June 2024

Flying Tiger Copenhagen Club is a new initiative in the omnichannel strategy, and it will be a key element in understanding customer preferences, delivering an even better customer experience as well as ensure marketing efforts are more targeted.

The new customer club will be launched June 26, 2024 and provide customers with clear loyalty benefits for those who sign up through the app. The benefits are discounts ranging from 10% to 20% which can be applied on in-store purchases.

"In 2023, we had around 100 million customers across our markets, and the majority of transactions happen in physical stores. However, we are rolling out a number of initiatives to improve the experience, whether customers encounter with us in the stores or in the digital universe. Therefore, we are enhancing our customer experience across all platforms, making the new app a valuable addition to all of our channels and a key foundation to our omnichannel approach," says Andre Filomeno, Senior Vice President for "Customer & Digital" at Flying Tiger Copenhagen.

It has taken time and effort to develop and adapt the new app and the format of the customer club. The company's complexity and large geographical spread have been among the reasons why it is only now ready with a digital customer club geared for international scalability. In 2023, a pilot project was tested in Spain and Italy, the company's largest markets by revenue. The results were clear: the average purchase increased by more than 50% for members compared to non-members, and the purchase frequency increased by 10%.

Building on the successful pilot project, the new app is now going live in Denmark for further refinement before being rolled out to other markets. The rationale is to get the app well integrated in the Danish home market before it reaches other of the company's total 36 markets.

"With the customer club and app, we aim to enhance our connection with customers, particularly during their in-store visits. It's a win-win: while we gain valuable insights into consumer behaviour, our customers enjoy significant membership benefits," says Andre Filomeno, Senior Vice President for "Customer & Digital" at Flying Tiger Copenhagen.

The Flying Tiger Copenhagen Club app is free and can be downloaded via the App Store and Google Play.