Britain’s largest organic dairy brand, Yeo Valley Organic, has introduced a new mobile loyalty experience in conjunction with digital product consultancy Apadmi.

The consumer loyalty programme has moved into a dedicated mobile home for the first time, serving more than one million users.

The app is a significant evolution of Yeo Valley Organic’s long-running programme that turns shopping into ‘Yeokens’ to unlock rewards. With more than 1.2 million registered users, over 400,000 of whom participate actively, the new app brings all parts of the programme together into a single, seamless mobile experience.

The new app simplifies the way customers earn and spend Yeokens, with features including QR code scanning, prize promotions via the popular ‘Dairy Go Round’, partner discounts, branded merchandise, charitable donations and personalised rewards, all in one place.

Key to the new Yeokens app is the voucher functionality. Yeo Valley Organic are finally able to reward the loyalty of its customers with something they’re bound to enjoy, a little more Yeo. Vouchers for discounted and free Yeo Valley Organic products will be distributed through Yeokens missions and will be redeemable in all major retailers. This new, app exclusive feature is the innovation which will allow Yeo Valley Organic to compete with the loyalty industry heavyweights and give back to its Yeokeners.

Push notifications and a loyalty wallet keep users engaged between interactions, ensuring Yeo Valley Organic can build a stronger, more frequent relationship with its community.

Rebecca Hehir, head of communications at Yeo Valley Organic, said, “With our new loyalty app, we’re bringing Yeokens into a mobile environment that better fits how customers use our brand every day, making Yeokens accessible from the palm of their hand.

“Through the app, Yeokeners can now easily gain cash rewards as well as all the features they love, such as ‘Dairy Go Round’, the chance to win prizes like kitchen gadgets or a stay at our rural retreats, and benefit directly from offers and rewards. In this way, we can strengthen our relationship with our community and keep Yeokens relevant and accessible for consumers.”