Bolser, has redesigned KFC’s Loyalty App which has boosted it’s rating to 4.5 Star rating and resulted in a 60% improvement in iOS downloads and active sessions increasing by more than 50%, bringing many more customers back into the buying cycle.
Tapping into existing customers to create brand advocates and increasing lifetime spend per customer, through increasing loyalty, is a key part of KFC’s marketing strategy and Bolser was commissioned by KFC UK & Ireland due to their specialism in UI/UX for some of the world’s leading global brands.
Bolser stepped in to improve the customer journey, undertake a UI/UX redesign, and develop more interactive elements to increase engagement, using research from Bolser’s psychology experts which revealed gamification as the most enjoyable tool for young consumers, and the route through which KFC could market offers and rewards to this audience with acceptance, rather than scepticism.
The app enables customers to collect stamps in the form of chicken drumsticks that fall into their bucket, as a reward for spend, using the user’s unique QR code. Gamified animations show the collection of stamps and celebration screens are used to highlight user’s success in reaching rewards, motivating them to redeem.
Offers and saved rewards have been made clearer and more easily accessible to encourage repeat purchase and to improve the process of being able to add a receipt at a later date, if the app wasn’t used at time of purchase.
Ashley Bolser M.D at Bolser Agency said: “We were really excited to work on this project. Sustained positive brand positioning has helped KFC create top of mind awareness and this app was an opportunity for them to build on this, and turn positive sentiment into increased spend. Playing a part in strengthening brand loyalty for a brand like KFC is a real honour. To utilise the app as part of the comms mix, to create positive brand advocacy and to illustrate the fun values of the brand to their hard to please young demographic audience was a fun challenge”.
Lisa Bowen-Dawes, Digital Technology Manager, KFC said “I knew Bolser would look at our Colonel’s Club app from a fresh perspective and really think about the user experience and how to prioritise functionality and features within the app. The new UI/UX is fantastic and we’ve already received some great feedback on the clever use of animation within the app.”
Customer reviews include: “Love this app – new design is really clean and simple” “Easy to see where your rewards are and easy to redeem in store. Love that the offers are easier to see too” “Great update, makes more sense than it did before”.
Bolser has now also won work for app development for Spain and France on UI/UX/localisation, with a view to rolling out across Europe.