A leading digital ecosystem and super-app in India, bringing together multiple brands under one platform to deliver unified shopping, payments, and rewards, had a loyalty problem hiding in plain sight. Each brand in its portfolio operated its own standalone loyalty system, which meant customers couldn’t earn or redeem rewards outside the specific brand they’d earned them with. To fix that, the client needed to consolidate multiple brand-specific loyalty programs into a single, integrated ecosystem, built around a unified “Coins” model that customers could earn and redeem seamlessly across every brand within the app. That target state demanded more than new features. It required a significant shift in the loyalty operating model itself, with coordinated rules and orchestration working consistently across brands. The goal was to deliver one consistent, unified customer experience that worked everywhere across the client’s entire multi-brand portfolio.
Ascendion co-engineered the loyalty program with the client across architecture, development, testing, and simulations of points and badges, building toward a system that could work the same way no matter which brand a customer engaged with.
The solution delivered “Click to Claim Offers,” App Pass tier upgrades with Mastercard integration, and point simulation to expand engagement across the ecosystem. UI/UX was enhanced with optimized Flutter components, streamlined navigation, and micro-interactions designed for intuitive earning and redemption. Underneath that experience, the architecture for App Coins and the four-tier App Pass was tuned to scale reliably and run efficiently, with workflows continuously refined to reduce friction and improve performance across every touchpoint in the app.
Tech Stack:
Simplified the loyalty journey, resulting in higher customer adoption and engagement across the group's brands.
Onboarded 220M+ customers onto the app's loyalty program, reflecting strong platform adoption.
Powered 500K daily loyalty transactions, including earn and burn points, across the ecosystem.
Enhanced overall user satisfaction, leading to stronger retention and repeat purchases.
Increased new customer onboarding through a unified and rewarding experience, driving higher transaction volumes and measurable growth in customer lifetime value and profitability.
