The Dixy Friends Club website
Dixy Friends Club is the Dixy retail chain loyalty programme, with its main customer experience in a mobile app. We developed the programme website to explain how membership worked and help visitors move from learning about the offer to installing the app. The site also explained that the app replaced a physical loyalty card.
The benefits section described a 5% discount on the first purchase after registration, a 20% discount on selected favourite products, personal recommendations and special offers for club members. The site also showed four membership statuses: Guest, Acquaintance, Friend and Best Friend. These levels were connected with the number of visits to Dixy stores and helped explain how members progressed through the programme.
The website included catalogues of participating goods so visitors could browse the products and categories connected with the programme. Product pages and recommendation sections explained how the app presented favourite goods, personal recommendations and member offers. A store locator map helped visitors find a nearby Dixy shop where they could use the programme.
A step by step guide showed how to install the app, register with a phone number and present the app barcode when shopping. This gave visitors a route from the informational website to using the loyalty programme in store, without requiring a separate plastic card.
The questions and answers covered participating stores, joining the club, whether membership was free, how to use the benefits and how discounts on favourite or recommended products worked. Another section answered questions about payment through the mobile app using the Faster Payments System.
Our work covered the informational website, its navigation, product catalogues, app instructions and store map. The mobile application, loyalty operations, personal discounts and purchases themselves were outside this web development project.
The status cards showed visit ranges, including 4–7 visits for Acquaintance, 8–11 for Friend and 12 or more for Best Friend. Each level was paired with information about discounts, coupons, recommendations and favourite products, so the page connected store visits with the benefits available in the app.
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