Flying Tiger Copenhagen is launching a rewards app in Denmark ahead of an international rollout

The rewards app will focus on personalised communications and rewards for its most loyal customers and will first be introduced in Denmark.

It will mark the first step in an eventual rollout to its 36 markets to gain “stronger customer insights” and “improved customer experiences”.

Flying Tiger Copenhagen Club provides customers with loyalty benefits when they sign up through the app.

The benefits include discounts ranging from 10% to 20% that can be applied to in-store purchases. 

The retailer said the customer club is a “key element” in understanding customer preferences, delivering better customer experiences and creating more targeted marketing.

The new app and club format was piloted in Spain and Italy in 2023, and the group said the average purchase increased by over 50% for members compared to non-members, and purchase frequency increased by 10%.

Flying Tiger Copenhagen senior vice president for customer and digital Andre Filomeno said: “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 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.

“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.”