Co-op app pre-installed on Samsung phones in UK tie-up

Dentsu and Co-op have introduced a plan to pre-install the Co-op membership app on Samsung O2 Telefónica devices across the UK.

The initiative will see the Co-op app pre-loaded onto over 20,000 Samsung devices sold weekly, which aims to enhance user experience by reducing the need for users to manually download the application. This approach is designed to eliminate download barriers, thereby facilitating easier customer engagement for Co-op. By integrating the app automatically, Co-op seeks to utilise a model that aligns with the increasing consumer demand for convenience when interacting with brands.

The new strategy appears to have had a significant impact, reporting a 46% reduction in cost-per-acquisition (CPA) for Android devices. This figure represents a new standard in performance-focused marketing, where advertisers can achieve high efficiency and lower costs through innovative distribution channels.

Notably, the initiative leverages a UK-first channel for app pre-loads, which was initially developed by Digital Turbine. This model of distribution is anticipated to encourage new collaborations among telecommunications providers, device manufacturers, and brands. It capitalises on insights indicating that grocery retail applications have made up 15% of shopping application downloads in the last year, highlighting the potential market for such pre-installed apps.

Kenyatte Nelson, Chief Membership and Customer Officer at Co-op, commented, "We are excited to announce the launch of our new pre-load initiative which will enable us to more efficiently engage with our customers. Dentsu's support and innovative approach has been invaluable in enabling us to bring this to market and set a new industry benchmark for digital marketing."

Toby Benjamin, Chief Digital Officer UK&I, dentsu, also expressed his excitement about the move, stating, "We are pleased to announce this next chapter in the continuation of our partnership with Co-op. The strategic alignment of app pre-loading with high-volume device sales creates a win-win situation for businesses and consumers alike. The Co-op brand, known for its widespread appeal and strong community presence, is a perfect example of how this groundbreaking model from Telefonica can be leveraged to streamline the user experience and drive engagement and visibility at scale."

Duncan Blacklet, VP Regional Performance Sales EMEA at Digital Turbine, noted the benefits of the pre-load technology, saying, "Our preloads product provides an unparalleled access to users' device and ensures continuous exposure to the app as users see the app icon repeatedly on their device home screen, keeping it top of mind."