In a scenario of accelerated digital transformation, shopping apps are establishing themselves as essential tools to retain customers and boost engagement with brands. By 2025, the trend is for these platforms to become even more strategic, integrating loyalty features that go beyond traditional points and rewards programs.
According to Bruno Bulso, Operations Director and co-founder of Kobe Apps, a leading platform in developing mobile commerce apps for Brazilian retail, “shopping apps are evolving to become central to the consumer journey, not just as sales channels but as relationship platforms. Loyalty happens naturally when we offer personalized experiences, relevant rewards, and features that continuously engage the customer.”
Cacau Show and Whirlpool at the forefront of this transformation
One of the success cases highlighted by the company is Cacau Show, which uses the Cacau Lovers program to significantly increase its customers’ repurchase rate. Through a gamification dynamic, customers accumulate points (cacaus) with each purchase, which can be exchanged for exclusive products. This strategy not only strengthens the emotional bond with the brand but also encourages repeat purchases. According to Cacau Show data, the app has a 4.3-star rating and currently has over 250,000 active users, ranking in the top 2 in the Food and Beverage app category.
Another example is Compra Certa, a marketplace by Whirlpool Group, with over 140,000 apps installed on the Play Store, which adopted an innovative approach to loyalty in a high-ticket, low-recurrence segment like appliances. The cashback program offers attractive rewards proportional to the purchase value, encouraging consumers to return to the app to buy other products.
Beyond transactional apps, relational and gamified apps
According to Kobe Apps’ COO, the company has been investing in technologies that allow the integration of multiple loyalty features within a single shopping app. This includes everything from points and rewards programs to gamification strategies like missions and challenges that encourage consumers to interact more with the brand.
A practical example of this approach is the use of personalized “Missions,” where consumers are rewarded for completing specific actions, such as making a second purchase within a set period or receiving a gift. “These missions not only increase app dwell time but also strengthen the relationship between the consumer and the brand,” says Bruno.
Bruno Bulso emphasizes that “loyalty is no longer a differentiator but a necessity in today’s market. Consumers expect to be recognized and rewarded for their loyalty, and shopping apps are the perfect tool to deliver this experience in an integrated and efficient way.” Interactive features like “Spin the Wheel and Win Benefits” and “Coupon Scratch Cards” enhance engagement and loyalty in retail apps.
Kobe Apps also highlights the importance of clear metrics to measure the success of loyalty strategies. Through its platform, brands can monitor indicators such as repurchase rate, customer lifetime value (LTV), and ROI of loyalty programs.
“With the rise of shopping apps as loyalty tools, brands that adopt these strategies by 2025 will be ahead of the competition, building lasting and profitable relationships with their consumers,” concludes Bulso. Kobe Apps remains committed to leading this transformation, offering innovative solutions that combine technology, data, and creativity to deliver exceptional results.”
