How 24/7 Automated Customer Loyalty Management Across 20 Supermarkets

Since deploying LEAFIO Loyalty Management across its network of 20 supermarkets, 24/7 has seen the average check run 70% higher for customers using their loyalty card, reached 53% loyalty program penetration across the network (up from 24% two years earlier), and grown mobile app engagement to 40% of loyalty members.

70% Higher Average Check with Loyalty Card

53% Loyalty Program Penetration

40% Mobile App Engagement

• No product or tool in place to communicate directly with customers
• The existing discount system had become outdated and lost its appeal to shoppers
• The fixed-percentage discount mechanic underperformed, costing more than it returned
• No real understanding of who 24/7's customers actually were
• No insight into what customers bought, what they wanted, or what motivated their purchases

• LEAFIO Loyalty Management, a bonus-based loyalty program
• Adapted mobile personal cabinet
• Messaging bots for direct customer communication
• Company website adapted to the new loyalty experience
• A dedicated loyalty program manager on 24/7's side

• 70% higher average check for cardholders
• 53% loyalty program penetration (up from 24% two years earlier)
• 40% of members actively using the mobile app
• Positive customer feedback

24/7 is a supermarket chain that has been operating for around 25 years and shows no signs of slowing down.

When 24/7 began looking for a way to automate its loyalty program, the company had no product in place to help it communicate with customers, and its existing discount system had become outdated and lost its appeal to shoppers.

Before working with LEAFIO, 24/7 ran its own discount-card system, offering a fixed percentage off for cardholders. Over time, this mechanic performed poorly: the company found it was losing more from the discounts than it was gaining in return, which made the decision to move away from it an easy one.

At the core of the problem was a lack of up-to-date customer data. A simple discount system couldn't tell 24/7 who its customers actually were, nor could it reveal what those customers were buying, what they wanted, or what motivated their purchases.

Ahead of launch, 24/7 set out to update its loyalty program and its overall approach: building more interesting offers for customers, and finding ways to communicate with them, whether daily or around especially important occasions.

Moving to LEAFIO Loyalty Management addressed these gaps directly. It gave 24/7 the right communication channels to reach customers, along with a range of mechanics and promotions for building personalized offers and giving customers what they actually wanted.

Implementation began with integrating LEAFIO Loyalty Management into 24/7's accounting system, which involved a series of in-depth discussions between the LEAFIO and 24/7 development teams to reach the right collaborative setup.

From there, the team adapted the mobile personal cabinet, adapted messaging bots for customer communication, and adapted the company website so the new loyalty experience felt convenient and matched 24/7's brand.

A key part of the rollout was introducing a dedicated team member on 24/7's side to own the loyalty program: someone who learned the system in depth and worked specifically to give the program the right push to start delivering value for customers as quickly as possible.

• Mobile personal cabinet
• Messaging bots
• Personalized offers & promotions
• Purchase and behavior analytics
• Dedicated program management support

24/7's team reports no real difficulties adopting the new system. LEAFIO helped organize training for 24/7's staff, and 24/7 appointed a dedicated team member to own the loyalty program, helping ensure every part of the platform gets used across the stores. The team now works with a large volume of analytics and has rolled out many different promotions as a result of that training.

• Improved understanding of who customers are and what drives their purchases
• Enabled direct communication channels with customers
• Increased average check for loyalty cardholders
• Grew loyalty program penetration across the network
• Positive customer feedback, with members actively using their accrued bonuses

All figures below are drawn directly from the client interview.

The average check of customers using their loyalty card is 70% higher than the average check of customers who don't. This points to the loyalty program directly driving larger purchases and giving customers a real incentive to use their card and keep returning.

Loyalty program penetration across the network now stands at 53%, up from 24% two years earlier. This network-wide growth reflects sustained adoption of the program by 24/7's customer base over time.

Around 40% of loyalty program members actively use the mobile app: taking part in promotions and coupons, tracking their bonus balance, and reviewing their purchase history.

Customers closely follow 24/7's promotions and program terms, and consistently redeem the bonuses they're given, a sign that the rewards feel genuinely valuable to them. Customers also report feeling more in control of their spending thanks to the mobile app and the in-store promotions they receive.

When opening a new location, the 24/7 team was on-site helping customers download the mobile app and complete their registration on opening day. As a result, 80% of that specific store's customers now use the loyalty program, an example of how proactively onboarding customers at launch can drive fast adoption.

24/7 plans to launch an online store integrated with the loyalty program, including a dedicated online customer cabinet, so that delivery orders are also covered by loyalty benefits. The company also intends to keep integrating new customers into the loyalty program at every new store opening, following the same hands-on onboarding approach used at recent launches.

Reflecting on the results so far, 24/7's team describes itself as genuinely pleased with what the loyalty program has delivered, while still aiming for more. With average check up 70% for cardholders and network penetration climbing from 24% to 53% in two years, the team continues working to push those numbers even higher.

See how LEAFIO Loyalty Management can increase repeat purchases across your retail chain.

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LEAFIO Retail Platform · Customer Loyalty Management