Edible Brands Launches Redesigned App and Loyalty Program: What Shoppers Need to Know
A major gift retailer has overhauled its mobile shopping experience and loyalty rewards system, signaling an important shift in how it plans to serve customers online. The relaunch, completed in late April, reflects a growing trend among retailers to invest heavily in app-based shopping and personalized rewards programs that make it easier for consumers to discover products and complete purchases on their smartphones.
What Changed and Why It Matters for Shoppers
The retailer redesigned its mobile app to streamline the gifting experience from product discovery all the way through checkout. The new interface includes features that did not previously exist, such as birthday reminders and shareable gift lists that help customers plan ahead or coordinate with friends and family. The app now showcases a broader selection of products than consumers can find on the mobile website or desktop site, making it a more comprehensive shopping destination.
A new tiered loyalty program was introduced alongside the app redesign. Existing members saw their points and rewards automatically transfer to the new system without any action required on their part, eliminating friction for loyal customers. This type of seamless transition is increasingly important as a retailer continues to evolve and attract customer loyalty through strategic initiatives.
Early Results Show Strong Customer Response
The numbers tell a compelling story about early adoption. Mobile app traffic has jumped 200% since the relaunch. More than one third of customers who made a digital purchase since January 2024 have returned to shop using the new mobile app, indicating strong conversion of existing shoppers into app users. The app has been downloaded 160,000 times since the relaunch through August, and customers have created 25,000 new accounts in that same period.
Converting customers who previously shopped on the website to app-based shoppers was a primary goal, and the retailer achieved exactly that. The mobile app now generates 5% of the retailer’s total revenue, a meaningful contribution for a channel that did not exist in its current form just a few months ago.
How the Expanded Marketplace Approach Works
One major change shoppers will notice is that the app now includes products from both the retailer and its partners. This expanded selection means customers have access to more gift options in one place. The executive leading the digital transformation explained that users now encounter significantly more products within the app than they would find on any website version.
This marketplace approach is part of a broader strategy to create a more comprehensive shopping environment. By combining company-fulfilled items with partner products, the retailer increases convenience for shoppers and provides multiple options for different budgets and preferences. You can explore every deal category the industry tracks to see how this trend extends across retail more broadly.
Converting Gift Recipients Into Long-Term Customers
Beyond the app and loyalty program launch, the retailer has implemented a clever customer acquisition strategy targeting gift recipients. In late Q1 2025, a campaign began offering a free item and promotional code in exchange for contact information. Customers receive a hang tag with a QR code that directs them to a landing page where they can claim their reward and provide their email address.
The results have been substantial. The retailer has captured more than 175,000 new email contacts through this program. Approximately 10% of these recipients have visited a physical location to redeem their free gift, generating incremental revenue with an average order value around $62. While this is about $10 lower than the typical customer average, it represents new customers acquired at a reasonable cost and creates ongoing marketing opportunities.
What This Means for Online Shoppers
These changes signal that the retailer is doubling down on mobile-first shopping and personalized experiences. For consumers, this means faster, more intuitive app navigation, better product recommendations through loyalty tier features, and easier sharing of wish lists. The focus on gifting tools also benefits shoppers who regularly buy presents for others, as modern retailers increasingly tailor their platforms to meet specific customer needs.
The conversion of existing customers into app users demonstrates that when retailers invest in better digital experiences, shoppers respond positively. Whether you currently use the website or prefer desktop browsing, the newly redesigned app offers features and product selection worth exploring, especially during peak gifting seasons.