In a scenario of accelerated digital transformation, shopping apps are establishing themselves as essential tools for building customer loyalty and driving brand engagement. By 2025, these platforms are expected to become even more strategic, integrating loyalty features that go beyond traditional points and rewards programs.
According to Bruno Bulso, Director of Operations and co-founder of Kobe Apps, a leading platform for developing mobile commerce applications for Brazilian retailers, “shopping apps are evolving to become central to the consumer journey, not just as sales channels, but as relationship platforms. Loyalty naturally happens when we offer personalized experiences, relevant rewards, and features that continuously engage customers.”
Cacau Show and Whirlpool at the forefront of this transformation
One of the success stories highlighted by the company is Cacau Show, which uses the Cacau Lovers program to significantly increase its customers’ repurchase rates. Through a gamification dynamic, customers accumulate points (cocoa) with every purchase, which can be exchanged for exclusive products. This strategy not only strengthens the emotional connection with the brand but also encourages repeat purchases. According to data from Cacau Show, the app has a 4.3-star rating and currently has over 250,000 active users, ranking in the top 2 in the Food & Beverage app category.
Another example is Compra Certa, the Whirlpool Group’s marketplace, with over 140,000 apps installed on the Play Store. The program has adopted an innovative approach to loyalty in a high-ticket, low-recurrence segment, such as home appliances. cashback offers attractive rewards, proportional to the purchase value, encouraging consumers to return to the app to purchase other products.
In addition to transactional applications, relational and gamified applications
According to Kobe Apps’ COO, the company has invested 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, such as missions and challenges that encourage consumers to engage 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 free gift. “These missions not only increase time spent in the app 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, such as “Spin the wheel and win rewards” and “Scratch Coupons,” increase engagement and loyalty in retail apps.
Kobe Apps also emphasizes the importance of clear metrics to measure the success of loyalty strategies. Through its platform, brands can monitor indicators such as repurchase rates, customer lifetime value (LTV), and loyalty program ROI.
“With the rise of shopping apps as loyalty tools, brands that adopt these strategies in 2025 will be ahead of the competition, building lasting and profitable relationships with their consumers,” adds Bulso. Kobe Apps remains committed to leading this transformation, offering innovative solutions that combine technology, data, and creativity to deliver exceptional results.
