Healthy grab-and-go group Vital Ingredient has said it is in the final testing stages of its first consumer app, designed to streamline the loyalty process and allow customers to order collection and delivery items, well as pay with the app in stores.
The LDC-backed company said that the launch of the app comes as a result of customer feedback that confirmed the need for a more efficient process for collecting, viewing and spending loyalty points, as well as access to nutritional information and menus.
“The Vital app is something we’ve been looking at doing for a couple of years, and extensive market research confirmed it was something our customers would value,” said managing director Paolo Peretti. “Our till system will recognise the app when the customer is in the store so payment and point-collecting can be automated. We’ve also removed the previous tiered system, making the points available for each transaction more generous.”
Vital said it would also make use of the app’s push notification function to attract passers-by with weather-related offers for example, and targeted offers and discounts for different stores.
The app is being soft-launched in December with a migration of existing Club Vital members, with the focus moving to encouraging new members from January, with a target of 50,000 by the end of next year. The app will be available to both iPhone and Android users from the outset.
The group recently opened its 20th store in Victoria.
The site at Petty France follows successful openings on Middlesex and Gresham Streets this summer.
This expansion is on the back of April’s £12m management buyout by LDC and Santander, which saw Graham Turner named chairman of the board and the company committed to growing the brand to 35 stores in the next three years.
