Since 1 June this year, Migros customers have been able to do their online shopping directly in the Migros app. The Swiss retail market leader fully integrated its online shopping app into the unified Migros app. “Bringing online and in-store shopping together is an important step towards a simpler and more seamless shopping experience for all Migros customers. We are constantly developing the Migros App in close exchange with our customers with the aim of simplifying their daily lives,” explains Florian Vogler, Product Manager at Migros Online.
In addition to shopping and payment options, the Migros app provides information about current promotions, helps manage shopping lists, offers access to the Cumulus customer loyalty programme or assists with storing digital stamp cards and till receipts. Customers can also find the Migusto recipes, which are intended to provide inspiration, in the app.
Migros Group had already introduced self-scanning with customers’ smartphones as an integral part of its customer app in almost all of its grocery stores in Switzerland. Here, too, Migros had made sure to take a fully integrated technological approach. The Swiss retail leader works with the same software for all forms of scanning and checkout as it does at the attended checkouts. The solution at Migros is internally called avanta and is based on SAP Omnichannel Point-of-Sale by GK. The roll-out was completed last year, see Retail Optimiser report ‘Scanning and paying: All with the App’.
Loyalty in one place
In terms of omnichannel approach, the integration of all smartphone-based interactions with customers is essential for Migros because users now have consistent access to Cumulus, the retailer’s customer loyalty scheme. This was already very valuable when the smartphone-based self-scanning was introduced, because customers who had already registered for Cumulus in the app did not have to register again for self-scanning.