NEYRO Short answer: loyal customers visit the mall 4 times a month (the international benchmark is 2-3). The Smart Plaza app (Dostyk Plaza) gathered 20,000+ active users, MAU >40%, uninstalls <1%. Three personalised touches per segment per month — and after 3-4 weeks of campaigns most tenants see their average check and visit frequency grow. The result: 100,000 customers returning, +2 bln ₸ in revenue.
Why loyalty is not discounts but lifecycle management
A loyalty programme in an app is not "5th coffee free". It is a tool that manages customer behaviour: when they come, how much they spend, what they buy.
The difference is obvious: an aggregator customer comes when they have a need and open the Glovo app. Your app's customer comes because you reminded them — and because they have accumulated points that expire in a week.
The Dostyk Plaza (Almaty) case is a clear example: the Smart Plaza app works as a loyalty management tool for 100,000 customers with personalised offers.
The Dostyk Plaza numbers: what the app delivered
20,000+ active app users (MAU >40% — a very high figure for retail apps);
4 visits a month per loyal customer (market benchmark — 2-3);
3 personalised offers a month per segment (gastronomy, fashion, events);
Less than 1% uninstalls — customers don't delete the app because it delivers value;
Average check and visit frequency growth for most tenants within 3-4 weeks of campaigns;
+2 bln ₸ in revenue — 100,000 customers returning, 2 E+ Awards Central Asia 2026.
How your own app builds a habit
An app on the customer's phone is a communication channel that works 24/7 without you:
Push notifications. Remind about accumulated points, announce a new promotion, notify when an order is ready.
Purchase history. The customer sees what they ordered, how much they spent, how many points they earned — this builds attachment.
Personalisation. Based on data the app offers customers what they love. Not "discount on everything" but "your favourite pizza at half price on Friday".
Gamification. Levels, achievements, challenges — turn routine purchases into a game.
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What attracting a loyal customer costs vs an aggregator customer
An aggregator customer is paid for every time: you pay a 20-35% commission on every order. A loyal customer from your own app — you pay only for development and support, and keep 100% of the margin on every order.
If a loyal customer makes 4 orders a month at 5,000 ₸ and the aggregator commission is 25%, the savings on commissions alone are 5,000 ₸ × 4 × 25% = 5,000 ₸/month per customer. With 1,000 loyal customers — 5,000,000 ₸/month in savings.
Plus, a loyal customer spends 15-30% more on average, recommends you to friends (word of mouth) and switches to competitors less often.
Frequently asked questions
How long does a loyalty programme take to pay off?
According to cases, first results appear within 3-4 weeks: most businesses see visit frequency and average check grow. Full payback of app development — 2-4 months with an active base of 500+ customers.
Is a loyalty app only for big malls, or for small businesses too?
It works even better for small businesses, because you can send personalised offers to each customer instead of mass broadcasts. A coffee shop with 200 regulars on a cashback app will be steadily busy.
How do I get customers to install the app?
First-order motivation: 10% off on install, 500-point cashback for registration, an exclusive item only in the app. QR codes at the till, leaflets in the order, a link when confirming the order in a messenger.