The luca app has a dynamic history behind it. Originally launched as a COVID-19 contact tracing app, luca has continuously adapted due to the dynamic pandemic situation and technological developments. Today, the app is a digital payment provider and service platform. But how exactly did this transformation take place?
Upon its introduction, the luca app served for contact tracing, particularly in restaurants and public events. Despite some criticisms, such as security vulnerabilities and data protection deficiencies, the app was used by many German states. After the app was no longer used for contact tracing, there was a decisive turn in April 2022: The luca app was to be transformed into a service platform for “booking, ordering, and paying in restaurants”.
DGMK played a significant role in this transformation. As a strategic partner for further development, our team was active in various key areas:
Business Model Development
DGMK supported the development of the business model towards becoming a digital payment provider and service platform with a fully digital customer lifecycle. This was a crucial step in expanding luca beyond its original contact tracing function.
Customer Journey Story
In close collaboration with the developers, a holistic and cross-media customer journey story was created. This improved the user experience from the first interaction to the completion of a purchase or booking.
Customer Club and Incentivization
DGMK helped implement a multi-tiered customer club with “luca Points” serving as incentives for users. The more revenue a user generated through the app, the more benefits they received.
Personalized Experience
With our expertise in data analytics, we contributed to building customer profiles. This enabled an optimized and personalized approach to users.
Marketing Strategies
Supported by DGMK, effective marketing strategies were implemented, including the development of newsletters, social media activities, high-reach promotional deals, as well as referral marketing and bundle offers.
Legal Issues
Throughout the development phase, compliance with data protection requirements was a central aspect, ensured through close collaboration between luca and DGMK.
The Successful Transformation
Today, the luca app offers a comprehensive solution for restaurant visits. Users can search for restaurants, reserve tables, digitally confirm their presence, or cancel reservations. The app is directly linked to the restaurant’s table and checkout system. During the visit, users can scan a QR code and pay via the app using their stored card or Apple Pay. Bills can also be easily split. As the reservation system is connected to the checkout system, restaurants and bars can display their current occupancy, allowing visitors to avoid unnecessary searches for a free table.
