Edible Brands relaunched its mobile app and loyalty program in late April, and the retailer has since seen meaningful results, according to chief digital officer Erica Randerson.

The retailer redesigned its mobile app, which is available on iOS and Android, to “make gifting easier and more intuitive from discovery to checkout,” according to its announcement. Its new loyalty program features four membership tiers. Existing members’ points and rewards automatically transferred to the new experience.

Edible Brands chose to do the relaunch to address digital experience, improve customer experience opportunities and unlock new features. The app now includes features such as birthday reminders and curation of gift lists that users can share.

“As you go into the Edible app today, you’re going to be introduced to a lot more products than you would necessarily even on our mobile website or our desktop website,” Randerson told Digital Commerce 360. “We’re really marketplace forward.”

The app now includes both Edible franchise-fulfilled products as well as those from partners, she noted.

Edible Brands is No. 182 in the Top 1000 Database. The market research tool tracks North America’s largest online retailers, ranking them by annual ecommerce sales and more.

Edible Brands is also No. 581 in Digital Commerce 360’s new AI Rankings. That set of rankings is available in the Top 1000 Pro with AI Database.

Consumer engagement with new Edible Brands app and loyalty program

Since the relaunch, Edible Brands’ mobile app traffic has increased 200%, Randerson shared. It’s also converting at more than 3%.

Edible Brands’ app has 160,000 downloads since the relaunch through the end of August. Additionally, consumers have created 25,000 new accounts.

More than a third (34%) of Edible Brands’ customers who had transacted with the retailer digitally since January 2024 have returned to shop through the mobile app since the relaunch, she added.

“We’ve seen a lot of movement of existing customers that were not app customers convert into app customers, which is also exactly what we were hoping for,” Randerson said. “We’re considering it a success so far and are excited to see both the loyalty platform and the overall app experience continue to evolve.”

So far in 2026, 66% of Edible Brands’ website revenue comes from its mobile site visitors. The remaining 34% comes from its desktop site visitors.

But in terms of overall revenue, desktop represents 36% of revenue, while its mobile website represents 59%. Edible Brands’ mobile app users generate 5% of the retailer’s revenue.

And although Edible Brands’ average order value (AOV) is similar across all three, it’s highest on desktop. By channel, its AOV is:

• $89 on desktop
• $83 on mobile website
• $82 on mobile app

Edible Tests gift recipient campaign

Edible Brands said it launched a campaign in late Q1 2025 aimed at capturing gift recipient customer email addresses. Its goal was to reach them for promotional marketing and ultimately convert those recipients to customers.

Gift recipients all receive a hang tag with a QR code that leads to a landing page. There, the retailer asks for contact information in exchange for a free Dipper Fruit Cone at any local store, plus a promo code for online orders.

Since launch, Edible Brands has captured more than 175,000 new contacts, Randerson shared. Nearly 10% of those recipients visited an Edible store to redeem their free gift. That has driven incremental revenue for the system with an AOV around $62. Randerson noted that the AOV of this recipient-turned-customer is about $10 lower than the overall customer average.

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