The Co-operative Group and Dentsu Achieved Significant User Base Scale in the UK with 20K Installs a Week

Company Overview

The Co-operative Group is a leading consumer cooperative in the UK, encompassing a diverse range of business including food retail, insurance, and funeral care. Over the years, it has evolved into a major national enterprise with over 4 million active members and with over 2,400 retail stores which cover the largest geographical spread of any grocery retailer.

To optimize their growth past traditional channels, Co-op works with Dentsu, an integrated growth and transformation partner, to help integrate communication campaigns through comprehensive solutions that span innovative strategies, data analytics, digital transformation and advanced digital technologies.

The Challenge

The Co-op, dedicated to being a first mover to embrace cutting-edge technology, sought innovative strategies to expand its customer base in the UK and diversify its user acquisition approach beyond conventional ad channels. The company launched DT exclusive On-Device and DT Offerwall campaigns in the UK to drive continued growth of the Co-op app and membership numbers. Their primary objective was to achieve these expansion goals while maintaining low acquisition costs.

The Solution

Co-op and Dentsu partnered with DT to launch a UK-wide campaign to pre-load the Co-op app directly onto all Samsung O2 Telefónica devices. By utilizing DT’s exclusive Preload advertisement channels, they ensured seamless access for users during their first interaction on over 20K new devices each week. Successfully encouraging users to open the app when they are mostly engaged. Thereby, positioning the Co-op app as being at the top of mind for millions of users. Scaling up with DT Preloads exceeded user acquisition that far surpassed what they were able to achieve anywhere else.

As a result of the accelerated growth through DT Preloads, Co-op was interested in further expanding their user reach and encouraging more customers to sign-up for their loyalty program. Co-op together with Dentsu, launched a DT Offer Wall campaign. The Offer Wall format motivates users to engage by providing rewards for accomplishing a task within a single promotional offer. Thanks to the nature of the format, new users successfully installed the app and signed up for their loyalty program. By utilizing DT solutions, Co-op both substantially scaled up UA activity with DT Preloads, and significantly expanded new membership numbers with DT Offer Wall campaigns.

The Results

DT Preloads:

• 20k Preloads a week
• 26% CVR
• 46% CPA reduction

DT Offer Wall:

• 29% CVR
• 58% Install rate

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We’re proud to be a part of Co-op’s new initiative which will use DT’s pre-load advertisement channel to reduce download friction and streamline the user experience. By encouraging wider collaboration across the industry, this innovative approach creates a win-win situation for businesses and consumers alike.

Toby Benjamin, Chief Digital Officer UK&I, dentsu

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