Mobile technology company Apadmi has teamed up with the Co-op to digitalise their membership offering for mobile customers.

The Co-op app, part of store’s in-app retail strategy for existing and new customers, gives its 4.6m members the ability to download weekly personalised offers and track their member reward balance.

Matt Hunt, COO at Apadmi said it was thrilled to be taken on as the Co-op’s digital partner two years ago, and to now see the product come to life.

“Not only has the Co-op App revolutionised the way customers use their offers via paperless coupons, but it’s addressed a core concern for the Co-op team: building and improving customer relationships,” he said.

“We’re continuing to focus on further enhancing the level of engagement Co-op members experience and can’t wait to share what’s to come.”

The app was released in ahead of a vigorous 12 month testing process, with the aim of developing a clear and smooth user journey through real-world user testing with Co-op employees and members.

Joel Godfrey, principal product manager, Co-op Digital added: “It’s great to have finally launched the app and its new features after this intensive period of development.

“We put our members at the heart of everything we do, so getting their feedback on the app as early as possible was critical.

“The 12-month testing period has enabled us to identify the features and functionality that will really matter to our members.

“The end result is just as we hoped - richer customer interactions, greater member satisfaction and now we can look at personalising those in-app user experiences.”