What does modern customer loyalty look like in brick-and-mortar retail? And how do you manage to get customers to voluntarily spend two hours in a pet supply store?
In a podcast with hello again at the company’s headquarters in Schwieberdingen, Ramin Danaei, CEO of Kölle Zoo, explains how experiential markets, emotional connection, and digital strategies work together—and why loyalty programs today are much more than just discount cards. We’ve summarized the most interesting answers for you in this article.
Two Hours at the Market: How the Cologne Zoo Becomes a World of Adventure
Two hours of dwell time in the store – that sounds more like an amusement park than a specialist retailer. What do you do differently?
Ramin Danaei: For us, it’s about more than just pet food. We see ourselves as a premium provider and as a world of experiences for animal lovers. Large aquariums, koi ponds, and a huge variety of products.
Many customers stop by after work just to unwind. We create a place where people enjoy spending time. This naturally has an impact on purchasing behavior.
We already had results from customer surveys, but that wasn't enough for us. We wanted to understand our customers even better and reach them more directly.
Ramin Danaei, Executive Director of Kölle Zoo
A Dedicated App Instead of Payback: Why Cologne Zoo Is Relying on Its Own Program
You have set up your own digital customer loyalty program. Why not use a Payback or Multipartner model?
Ramin Danaei: We wanted direct access to our customers. No going through third parties, no standardized solutions. Our app is our personal communication channel—not just another rewards program.
This also allows us to tailor information about events, interesting content, or specific offers to each user. As a result, the average order value among app users is noticeably higher.
What was crucial for the successful introduction of a digital customer loyalty solution?
Ramin Danaei: Without a doubt, our employees. We’ve provided them with extensive training and involved them from the very beginning. They are the bridge between our customers and the digital solution. Without their dedication at the register or during sales conversations, the system wouldn’t work. hello again has confirmed this to us time and again, and it’s true.
What do you offer your customers digitally?
Ramin Danaei: In addition to traditional reward points, we’re all about creating wonderful experiences: We invite users to dog photo shoots, send out pet care tips, and make it possible to donate to over 90 animal shelters—all easily and directly through the app.
This is how we create emotional anchor points and can use the app as a digital extension of our in-store experience.
Impressive statistics: The app's success at Kölle Zoo
Which KPIs do you observe particularly?
Ramin Danaei: Above all, registrations, app penetration, activity rates, and the average receipt amount. Over 110,000 customers are already using our app—after just one year—and in some markets, they already account for over 34 % of all sales.
The monthly activity rate is around 70 %, which even surprised us. What’s particularly striking, though, is that customers who use our app buy more on average than others. This shows us that we’re definitely on the right track, but of course we’re still a long way from our goal.
| Key figure | Value at Kölle Zoo |
|---|---|
| Registered app users | Over 110,000 after just one year |
| Share of App Sales | In some markets, over 34 % of all sales |
| Monthly Activity Rate | about 70 % |
| Average Purchase Amount for App Users | significantly higher than among non-users |
What are your plans for next?
Ramin Danaei: We’re opening two new stores in Munich and plan to further expand the app: more segmentation, more personalization, and even deeper integration into our processes. Customer loyalty is an ongoing dialogue, and we want to maintain long-term relationships with our customers and ensure that they are truly happy and satisfied with us.
Even more insights in the podcast
Then listen to the complete podcast episode. Here you will learn:
- Why a visit to Kölle Zoo feels almost like a short vacation.
- How to make an app a matter of the heart for employees.
- What to consider when introducing a digital solution.
- What you can take away from the experience for your company.
Conclusion: Experience and Digital Customer Loyalty as a Strong Team
The example of Kölle Zoo shows that customer loyalty in brick-and-mortar retail goes far beyond discounts: the experience, emotions, and a dedicated, personalized app all play a role.
Organizations like the Cologne Zoo that involve their team early on and create authentic experiences can turn casual visitors into loyal fans who come back regularly.
FAQ: Frequently Asked Questions About Customer Loyalty at Kölle Zoo
Why do customers at Kölle Zoo willingly spend two hours in the store?
Kölle Zoo sees itself as a world of experiences for animal lovers—not just a specialty store. Large aquariums, koi ponds, and a vast selection of products invite you to slow down and relax. Many customers make a point of stopping by after work to spend some time in a place where they feel at ease.
Why did Cologne Zoo decide to create its own app instead of using Payback?
Kölle Zoo wanted direct access to its own customers, without going through third parties or relying on standardized solutions. The app serves as a personal communication channel—not just a rewards program. This allows the zoo to tailor events, content, and offers to each individual.
What role do employees play in the app's success?
According to Ramin Danaei, the employees are crucial to the success of the digital solution. They received extensive training and were involved from the very beginning, as they serve as the bridge between customers and the app. Without their commitment at the register and during sales conversations, the system simply wouldn’t work.
What does the Kölle Zoo app offer customers?
In addition to traditional reward points, Kölle Zoo offers special experiences such as dog photo shoots, tips on animal care, and the option to donate to more than 90 animal shelters via the app. This makes the app a digital extension of the in-person experience.
What metrics does Cologne Zoo track for the app?
The focus is on sign-ups, app penetration, activity rates, and average receipt value. After just one year, over 110,000 customers are already using the app; in some markets, it accounts for over 34 % of all sales. The monthly activity rate is around 70 %.
What's next for Cologne Zoo?
Kölle Zoo is opening two new stores in Munich and plans to further expand its app—with more segmentation, more personalization, and deeper integration into its own processes. The goal remains to build a lasting, positive relationship with customers.
