In an accelerated digital transformation scenario, shopping apps are consolidating as essential tools to retain customers and boost engagement with brands. In 2025, the trend is that these platforms will become even more strategic, integrating loyalty features that go beyond traditional point and reward programs.
According to Bruno Bulso, Operations Director and co-founder of theKobe Apps, a leading platform in mobile commerce app development for the Brazilian retail sector "shopping apps are evolving to become central to the consumer's journey, not just as sales channels but as relationship platforms. loyalty naturally occurs 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 stories 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, reaching the top 2 in the Food and Beverage app category.
Another example is Compra Certa, the marketplace of the Whirlpool Group, with over 140,000 apps installed on the Play Store, which adopted an innovative approach to customer loyalty in a high-ticket, low-recurrence segment, such as appliances. The program ofcashback offers attractive rewards proportional to the purchase amount, encouraging consumers to return to the app to buy other products.
In addition to transactional applications, relational applications, and gamification
According to the COO of Kobe Apps, the company has been investing in technologies that enable 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 interact more with the brand.
A practical example of this approach is the use of customized "Missions," where consumers are rewarded for completing specific actions, such as making a second purchase within a certain period or the customer is rewarded with a free gift. "These missions not only increase the time spent on 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 the current 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 benefits" and "Coupon scratchers," enhance engagement and loyalty in retail apps.
Kobe Apps also highlights the importance of clear metrics to measure the success of loyalty strategies. Through their 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, the brands that adopt these strategies in 2025 will be ahead of the competition, building lasting and profitable relationships with their consumers," completes Bulso. Kobe Apps remains committed to leading this transformation, offering innovative solutions that combine technology, data, and creativity to deliver exceptional results.
