CU gamifies loyalty to boost app-based rewards
The new “CU Play” feature adds games, step tracking and personalized content to drive engagement.
South Korea’s convenience retailer CU has introduced a revamped rewards platform within its Pocket CU app, aiming to expand app-based earning options through interactive content. The new “CU Play” service builds on rising consumer interest in savings-focused digital tools, allowing users to collect points through everyday activities.
The platform integrates a range of features including mini-games, step tracking, quizzes and personalized content, enabling users to accumulate CU points that can be redeemed at stores nationwide or within the app. The update repositions the retailer’s existing rewards system into a more engagement-driven model, linking participation directly with benefits.
CU’s previous rewards initiatives have already gained traction. The company reported that its “attendance check” feature averages around 300,000 monthly users and 5 million participation instances, while points earned through its reward station have increased by over 350% since its launch in August 2023.
“CU Play is an app-based financial service designed so that the very act of visiting a convenience store can lead to rewards for customers,” said Park Byung-ho, Head of Online Platform Team at BGF Retail, highlighting the goal of integrating rewards into everyday shopping behavior.
The redesigned platform introduces convenience store-focused content, such as a virtual store management game and personalized meal recommendations. It also includes step-based rewards through a walking tracker and mission-based activities tied to app usage, such as checking product availability or accessing promotions.
