Loyalty app

The client’s goal was to launch a loyalty program app in 14 cities to achieve the following business objectives:

• Increase the frequency of user purchases;
• Increase the average receipt;
• Expand the variety of items in the grocery basket;
• Improve customer satisfaction;
• Retain customers;

For customers, the mobile application should become a convenient tool that allows them to make profitable purchases, take part in promotions, see product prices, and find nearby supermarkets.

Marketing benefits:

• Digital customer base;
• Ability to analyze purchases and customer profiles, adjust promotions to achieve desired metrics.

First, we described the product requirements in detail. The interface design was developed by a contractor on the client’s side, while we conducted an initial review and proposed a number of changes to improve the application’s usability. We outlined user scenarios based on the client’s references, our experience in developing retail solutions, and the interfaces of leading marketplaces.

Before the start of the active product development phase, we proposed options to accelerate the release, taking into account the client’s needs and our expertise in cross-platform development. We settled on the KMM (Kotlin Multiplatform Mobile) framework, which allows the application to be easily deployed on any platform.

In addition to creating the application and middleware from scratch, our team closely collaborated with the Small Information Technology Department and other contractors who were responsible for loyalty processing (card generation, coupon registration, connectivity with the cash register), user data processing, and integration with mobile operators.

Under Kazakhstan legislation, the product had to be developed in two languages from the outset. We were responsible for multilingual support, as we have relevant experience (Vpluse solutions for RG Brands, the MyMentor app). We also implemented integrations to receive data from the client’s admin panel for managing content and links in the application.

The existing loyalty system could not support the coupon management scheme outlined by the client, so we took on that scope of work as part of our middleware. We implemented the coupon issuance logic while proposing an MVP solution that met the client’s needs within a limited timeframe.

Despite extensive communication with contractors and changes to the requirements during the process, we stayed within the established budget and timeline.

The client’s success criteria of launching in several cities and increasing downloads have been achieved. In the week after release, the app had 13 000 downloads on the App Store. In the first three months of its existence, the app reached 50 000 downloads on the same platform.