What we did
- Defined the vision for a member‑first app that extends the Coop Firenze experience beyond the store.
- Designed the myCoop app (soci app) to unify loyalty, services, and in‑store tools in a single experience.
- Integrated features for shopping support, exclusive benefits, and real‑time offers tied to the Coop card.
- Created a visual and interaction language that feels modern while staying true to Coopʼs community‑driven identity.
OUTCOMES
PARTNERS
- Unguess
- Ergoproject
OVERVIEW
Coop Firenze needed a way to bring its strong cooperative values and community presence into the digital space. Traditional loyalty cards, printed materials, and in‑store services were appreciated, but no longer sufficient for members who increasingly expected the simplicity and immediacy of an app.
The ambition behind myCoop was to create a digital tool that felt like a natural extension of being a Coop member: useful in everyday life, respectful of different age groups and digital abilities, and fully aligned with the brandʼs mission of proximity, fairness, and shared value.
3 BIG TAKEAWAYS
Connecting tradition with innovation
The central challenge was to innovate without alienating long‑time members. The app had to introduce new capabilities—like digital cards, tailored offers, and faster shopping flows—while preserving the sense of belonging that Coop represents.
This led to a design that favors clarity over spectacle: familiar language, recognizable Coop visual cues, and guided flows help members feel at ease, even if they are not heavy app users. The result is a product that adds convenience without breaking the emotional contract built in store.
A digital extension of the Coop experience
myCoop is conceived as more than a loyalty container. It brings together key aspects of the Coop experience in one place: loyalty, shopping, benefits, and information. Members can quickly access their card, check benefits, and interact with services that previously lived only at the counter or on paper.
By mirroring and enhancing what happens in store—through product search, real‑time offers, and tools that make shopping faster and more organized—the app creates a bridge between physical aisles and digital touchpoints, reinforcing Coopʼs presence throughout the shopping journey.
Empowering members through thoughtful design
The app is built around real member needs: saving time, understanding benefits, and feeling in control of their relationship with the cooperative. Features are prioritized to reduce friction—fewer lines at the counter, fewer forgotten cards, fewer missed promotions.
For Coop Firenze, myCoop becomes a strategic lever in its digital evolution. It provides a direct, measurable way to serve members better, listen to them more closely, and experiment with new services, all while celebrating the cooperative identity that makes the brand unique.
THE NEW EXPERIENCE IN ACTION
One place for loyalty, offers, and services
Through myCoop, members can:
Access a digital version of their membership card for use at checkout and in services.
View points, benefits, and exclusive initiatives reserved for members.
Stay up to date on promotions, events, and opportunities in their local Coop network.
This consolidates previously fragmented touchpoints into a single, always‑available channel, turning the app into the default entry point for the member relationship.
Bridging store visits and everyday life
In‑store‑related features—such as product search, shopping support, and real‑time offers—are designed to be useful before, during, and after a visit. Members can prepare a shop at home, use the app as a companion in the aisles, and then review receipts, points, or benefits later.
By weaving together these moments, myCoop helps Coop Firenze strengthen its bond with members, demonstrating that digital innovation and cooperative values can reinforce each other rather than compete.
