Samkaup Iceland Case Study

We are going to be the leaders and not the followers

The Samkaup Journey

Samkaup was founded in 1998 and is one of the leading grocery retailers in Iceland with more than 25% market share and a cooperative owner structure with thousands of members.  

The decrease in conventional media channels alongside with changing consumer demands towards digital trends made Samkaup look for a solution that could make them the digital leader in grocery retail on Iceland and get them closer connected to their customers.  

Through their longstanding partnership with Coop Danmark, Samkaup saw the great results that Lobyco delivered in Denmark and so they decided to choose Lobyco as a strategic partner to empower them during their digital transformation.  


of all member transactions were made through the app, after 3 months

The Solution

Samkaup made the strategic decision to partner with Lobyco on digitalizing their loyalty program, and making it available through an app for all of the Icelandic population. Leveraging different digital services Samkaup sought to incentivize re-purchases in their retail stores and make the shopping experience fun and frictionless.  

The Result

At the beginning of 2021, Samkaup publicly launched their new customer loyalty app which quickly realized great success.  

The partnership with Lobyco enabled a quick time to market for Samkaup’s new app, and insights into specific details on how other retailers have successfully launched digital loyalty programs. 

This new digital loyalty proposition changed the retail game in Iceland through enabling bonus for all members on all purchases, boosted with attractive digital offers, as well as other fun and engaging features. In the near future, Samkaup will introduce lots of new features in the app, that are all targeted at increasing the value for their loyal members.  

Reaching our customers through a digital platform has been a game changer for us. Having access to experienced specialists and forward thinking retailers who have been on the same journey years back, has been a maior advantage. 

Gísli Tryggvi Gíslason

Director of digital at Samkaup

During our successful launch of the Samkaup app, Lobyco has really helped us reach our future vision for digital loyalty. An example was emphasizing on a positive onboarding with our employees, enabling us to get 98% of Samkaup employees using the app within the first months.

Gunnar Egill Sigurðsson

Executive Director of Retail Operation at Samkaup

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