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Medmera Membership Program

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Coop is one of Sweden’s largest grocery store chains and the only cooperatively owned retailer. A total of 3.4 million Swedes collectively own Coop through its MedMera membership program. Although it’s always been advantageous to be a Coop member, as society, trends and offerings change the company needed to update the program to become more flexible, personal and relevant to customers. In order to provide the best possible membership program, Coop turned to Veryday to help identify what their customers really need and value – both rationally and emotionally. Understanding people’s behavior and the basic mechanisms of loyalty is key. Lowering prices and putting products on sale readily creates rational loyalty, but that loyalty is easily dissolved

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