Driving brand loyalty in a competitive market

  • Case Personalized savings with the Æ app
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  • Client REMA 1000
  • Industry Retail
  • Capabilities Digital Design
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REMA 1000, the largest grocery chain in Norway, was looking for new ways to differentiate their brand in a highly competitive market, and connect more closely with their customers by taking advantage of big data.


Our cross-discipline team was responsible for insight, idea and concept, design, technical development, branding, employee training, and establishing a future roadmap and strategy for REMA 1000.

"In REMA 1000, our customer is our top manager and we chose Designit because they have a strong user focus, good digital understanding, and are keen on the overall customer experience. It proved to be a good choice," says Cecilie Arnesen, Marketing Director at REMA 1000.


Personalization is the driving factor in REMA 1000’s new approach. While other supermarkets cut the price on what they want to sell, this idea cuts the price on what each individual customer wants to buy. Named Æ, which means ‘I’ in Norwegian, REMA 1000’s new app gives the customer a 10% discount on the 10 products they spend the most money on. And as REMA 1000’s strategic digital partner, we’re looking forward to developing Æ into a holistic eco-system.


Launched January 4, 2017, the app gained 800,000 users in just one month, which is 16% of the Norwegian population. Within just six weeks, Æ surpassed the original goal of one million users in 2017, an ambitious target in the Norwegian market. 

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