How we turned a 143-year-old retailer's loyalty card into a top 10 shopping app in Tunisia

MyMG: The Loyalty App Tunisia Plays Every Day

MyMG: The Loyalty App Tunisia Plays Every Day
Magasin Général (MG)

Magasin Général (MG)

Founded more than 140 years ago, Magasin Général (MG) is Tunisia's oldest retail chain. Listed on the Tunis Stock Exchange, it runs 104 stores across the country and reported 1.2 billion TND in revenue in 2025.

Highlights

  • 585K+ installs on Google Play
  • #8 Top Free Shopping in Tunisia, the first local retailer
  • Real-time multiplayer Chkobba and a national tournament
  • Live on Google Play, App Store and Huawei AppGallery
  • Featured by ilBoursa as the loyalty app revolutionizing customer experience in Tunisia

Services

  • End-to-End Project Delivery
  • UX/UI Design & Optimization
  • Systems & Product Integration
  • Legacy & Platform Modernization
  • Managed Application & Support Services

Industry

  • Retail

585K+

installs on Google Play alone

#8

Top Free Shopping on Google Play Tunisia, the first local retailer in the chart

104

MG stores connected to the app, nationwide

10+

games and live activations that bring members back every day

As featured in the press ilBoursa · Markets ·

“MyMG : l’application de fidélité qui révolutionne l’expérience client en Tunisie”

“MyMG s'impose comme la plus populaire du pays, en offrant à ses utilisateurs bien plus que des réductions.”

MyMG is establishing itself as the most popular loyalty app in the country, offering its users far more than discounts.

“Aujourd'hui, aucune autre enseigne en Tunisie ne propose un programme aussi complet et généreux.”

Today, no other retailer in Tunisia offers a programme as complete and generous.
Read the ilBoursa article on MyMG
Google Play Tunisia · Top Free · Shopping
The first Tunisian retail app in the chart, right behind the global e-commerce giants
#2SHEINGlobal marketplace
#4AliExpressGlobal marketplace
#6TemuGlobal marketplace
#7Alibaba.comGlobal marketplace
#8MyMG · Magasin GénéralMade in Tunisia

Rankings as shown on each app's Google Play page in Tunisia, November 2026.

Google Play
585K+

installs on Android alone, from a grocery retailer's loyalty program. MyMG is also live on the App Store and Huawei AppGallery.

App Store Tunisia
#11

Top Free Shopping on the App Store in Tunisia, November 2026.

The Challenge

A loyalty card that customers only think about at the checkout

Loyalty without engagement

A plastic loyalty card only exists at the till. MG needed a reason for customers to open the app between two shopping trips, every day of the week.

A loyalty engine wired to 100+ stores

Points, vouchers and receipts live in MG's loyalty system, which is connected to the checkouts of every store. The app had to read and write it in real time without changing a single till.

A nationwide, bilingual audience

From Tunis to the far south, MG customers speak Tunisian Arabic and French and use every kind of phone, including Huawei devices without Google services.

Competing with global giants

On a Tunisian phone, a grocer's app competes for attention with SHEIN, Temu and AliExpress. MyMG had to be just as polished and far more rewarding.

Our bet:

don't build a card app, build a daily ritual

  • Reward every visit, in store and in the app

  • Give members a new reason to come back every day of the week

  • Speak like the customers: Tunisian dialect, Chkobba and the national football team

  • Hand the controls to MG's marketing team, with no app release needed

The Solution

Loyalty, in-store tools and entertainment in one bilingual app, rebuilt from scratch by Satoripop in 2023 and improved continuously since.
The Club MG card, finally useful

The Club MG card, finally useful

The plastic card becomes a digital barcode scanned at every till. Members follow their points in real time, convert them into vouchers worth 1 to 500 TND in two taps and find their last receipt in the app.

  • Card creation or recovery in minutes, with a national ID check
  • Points-to-voucher conversion synced with MG's loyalty engine
  • “Offre Express”: personal, time-limited deals with a countdown
  • Spending challenges and points donations to charity campaigns
104 stores, one tap away

104 stores, one tap away

A map of the whole network with clustered pins. Members find the nearest store, search by governorate, check opening hours, then call the store or get directions in one tap.

  • Google Maps, plus Huawei Maps on phones without Google services
  • Store pages with contact details and directions
  • The MG Maâk customer-service line built into the app
The aisle becomes a game board

The aisle becomes a game board

The phone becomes a shopping companion in the aisles. Each scan feeds MG's customer data and gives the member a reason to pick up one more product.

  • Scan prix: check any product's price in the aisle
  • Scan & Win: find the product of the day and win a discount, a points multiplier or a prize-draw entry
  • Secret code: a daily code on MG's social media, worth up to ×20 points
  • Referral: members invite friends and earn points
Chkobba goes national

Chkobba goes national

We turned Tunisia's favourite card game into a real-time multiplayer experience. Members play a friend or a robot, at a Tunisian café table, with voice lines in Tunisian Arabic.

  • A national tournament: sign-up by time slot, live brackets and scores
  • “Your opponent is waiting” alerts anywhere in the app
  • Shareable champion cards that bring new members to the app
  • Turn timers and reconnection, built on WebSockets
An always-on campaign engine

An always-on campaign engine

For MG's 143rd anniversary, the app became the centre of the celebration. Every activation is run by MG's teams from the back office.

  • AR selfies with face-tracked stickers and branded frames, shared on Instagram and Facebook
  • A memory wall where customers share their MG stories
  • A geolocated scratch card with an instant win and a daily iPhone draw
  • A Wheel of Fortune every Thursday, with more than 50 winners a week
  • Score predictions for Tunisia national team matches

Under the hood

The app is only the visible part. MyMG runs on a full platform designed, built and operated by Satoripop.

One codebase, three stores

A single React Native and TypeScript codebase ships to Google Play, the App Store and Huawei AppGallery.

  • Huawei Push and Maps for phones without Google services
  • Rich push notifications that deep-link into a match, a friend request or an offer
  • Offline mode and persistent state, so the card works even on a weak connection
  • Kept on recent React Native versions, from 0.72 to 0.80 in production

Five consoles to run the program

Five back-office consoles (App, CRM, Games, Marketing and System) give MG's teams full control without waiting for an app release.

  • Banners, home tiles, menus and catalogues
  • Game rules, cooldowns and rewards
  • Surveys, share messages and campaigns
  • Customer segmentation and home-store assignment

Wired to every checkout

The backend connects the app to MG's loyalty engine, which holds cards, points, vouchers, receipts and customer tiers. A purchase made at any MG till shows up in the app, and a voucher created in the app can be spent at the checkout.

Live multiplayer at national scale

Laravel Reverb WebSockets power Chkobba matches, friend invitations, tournament brackets, turn timers and reconnection. SMS reminders bring players back when their match is about to start.

Every interaction measured

Each scan, game, catalogue view and share is tracked through 48 analytics events. After each visit, a three-step NPS survey rewarded with 1,000 points tells MG how every store is doing.

Built to be trusted

Members sign in with their phone number and a one-time SMS code, and sessions refresh automatically. Runtime protection, root and jailbreak detection and code obfuscation protect the points balance, and a server-side version gate can force an update instantly.

Key engineering decisions

The choices that let a retail loyalty app ship new features every month for three years.

In 2026 we moved the backend from a headless CMS to a dedicated Laravel platform. The new backend kept the same database and the legacy endpoints, and still accepted existing sessions. Older app versions kept working while new ones rolled out, so not one member was forced to log in again.

More than 1,000 strings exist in both French and Tunisian Arabic. A custom right-to-left layout engine mirrors every screen, including the Chkobba table, with typography designed for Arabic.

Home tiles, menus, game cooldowns, campaigns and the minimum app version all come from the server. MG's team can launch an activation in the morning, and the app can be updated without waiting for store review.

Around 250 automated tests cover the game engines: Chkobba rules and scoring, the match-3 engine, tournaments and timers. A wrong score in a national tournament would land straight on customer service.

Since the 2023 rebuild we have shipped 17 tagged releases and 1,500+ commits. The work follows user stories, with releases to three stores and a React Native upgrade path that keeps the app current.

Three years of continuous delivery

From a rebuilt loyalty app to a national entertainment platform
  1. September 2023
    MyMG v3: rebuilt from scratch

    A new React Native app: digital card, store locator, price scan, Tunisian Arabic and the first games. Shipped in six weeks.

  2. September 2025
    v3.2: giving and sharing

    Points donations to charity campaigns, a great-deals catalogue and social sharing tracked end to end.

  3. November 2025
    Football fever

    Tunisia national team match cards, score predictions and in-app surveys.

  4. April 2026
    v4.0: real-time multiplayer

    Online Chkobba against friends over WebSockets, a geolocated scratch card and the MG Box game, alongside a brand-new Laravel backend.

  5. May 2026
    MyMG makes the headlines

    ilBoursa calls it “the loyalty app that is revolutionizing customer experience in Tunisia”.

  6. September 2026
    v4.3: a national tournament for MG's 143rd birthday

    A nationwide Chkobba tournament with live brackets, AR selfies with face-tracked stickers and a memory wall for MG's 143rd anniversary.

  7. November 2026
    Top 10 in Shopping

    #8 Top Free Shopping on Google Play Tunisia and 585,000+ Android installs. Next up: the move to React Native's New Architecture.

The Impact

A 143-year-old retailer now competes for screen time with the world's biggest marketplaces, and wins

A top 10 shopping app

#8 Top Free Shopping on Google Play Tunisia and #11 on the App Store. It is the first Tunisian retailer in a chart led by global marketplaces.

A mass-market audience

More than 585,000 installs on Google Play alone, plus iOS and Huawei. That is a direct channel to a large share of MG customers.

A daily reason to come back

The Thursday wheel, the daily secret code, the product of the day and live tournaments turn a weekly shopping trip into daily visits to the app.

Marketing autonomy

MG's teams launch games, offers and campaigns from the back office, with no developer and no app release in the loop.

First-party customer data

Every scan, game, survey and share is linked to a loyalty card and its purchases. This customer knowledge belongs to MG, not to an ad platform.

A brand that feels local

Tunisian dialect, Chkobba, the national football team and the 143rd anniversary: the app speaks like its customers. No global platform can copy that.

Want your loyalty program to become a daily habit?

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