Dive Brief:
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BJ's Wholesale Club on Wednesday announced it redesigned its mobile app and added new features, which allow users to see their annual savings, local BJ's Gas prices and earned points as part of My BJ's Perks Program, according to a company press release emailed to Retail Dive.
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The redesigned app allows consumers to browse products from shoppable recipes through BJ's Same-Day Delivery feature, makes services like buy online, pick up in-store (BOPIS) easier and offers members access to digital version of membership cards.
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The company also noted that the BJ's Wholesale Club app, nearing its two-year anniversary, has more than 2 million downloads and customers have clipped more than 200 million digital coupons.
Dive Insight:
With its updated app, BJ's Wholesale appears to be driving shoppers not only toward assessing the value that the retailer provides, but also to increased incentives.
The revamp of the retailer's mobile app is the latest of it moves over the years to keep its digital offerings up to date. In 2017, the retailer introduced its mobile site and launched websites for brands it carried. And last year, it began accepting payments via PayPal, PayPal Credit and PayPal OneTouch through its website and rolled out a BOPIS option for shoppers.
It's also worth noting that this news comes after the retailer has been in search of growth within the business-to-business sales division. At one point, the retailer was looking to take up space once occupied by Sam's Club, but Costco experienced a modest sales increase.
In recent years, membership-based retailers have attracted millennial shoppers, following a trend of retailers expanding their own membership programs via members-only social platforms and physical stores.
