Abel & Cole launches new app to boost customer retention

Organic grocery business Able & Cole has launched a new customer app to enhance its overall customer experience. Following the increase in customers during the UK lockdowns, the online retailer looked at finding ways on how to best serve new and exciting customers and build a better value exchange.

The brand’s in-house team worked with digital product studio Code Computerlove to understand the needs of its audiences before introduced the new app.

The app complements Able & Cole’s easy website ordering process, allowing for customers to manage their subscriptions and add to their orders from both platforms, explains Hannah Shipton, managing director at Abel & Cole.

“We have an extremely loyal customer base and prior to Covid we had begun to look at how we could make shopping with us easier and quicker. The app allows customers to easily and intuitively find the very best products for them and manage their weekly shop quicker than ever before,” she says.

“By testing prototypes with real users – many of whom have been customers for many years – we were able to identify that, not only was the app successful in creating a market-leading shopping experience, but that it also increased average order values. Data-led insight continues to inform our product roadmap for both the website and app, ensuring our iterations achieve the targets we’re setting,” says Rob Jones from Code Computerlove.