An app for a DIY (do it yourself) chain in Belarus
10%
Increase in average purchase
Increase in conversion rate
х8.9
Rollout period
8 weeks
“I realized that the competitive environment in the App Store and Google Play is weaker than in a regular Yandex or Google search. It’s also cheaper to get users via a mobile app shop. We also need to remember that people's screens aren’t infinite: we need to find a way to take up space there”
Iliya Gurkov
E-commerce director at OMA
E-commerce director at OMA
Challenges
- Improve the experience of interacting with the brand on a smartphone
- Increase conversions from mobile traffic
- Generate a new mobile sales channel
- Look at stories the same as they would on social media
- Place an order
- View product selections on the home screen
- Add products to a list of favorites
In the app, the customer can:
The Solution
OMA launched an application with IMSHOP.IO, a process that included the following tasks:
- Developed a geolocation guide for Belarus
- Enabled number validation in the Belarus code
- Included support of BYN
- Connected logistics, a catalog, and OMA product cards to IMSHOP.IO systems
“We decided to launch with an off-the-shelf solution, as we wanted to release the app and see how it performed as soon as possible. IMSHOP.IO offered the best terms regarding features in the app, the launch date, and the cost. It took us longer to negotiate the contract internally than it did to launch the app: 3 months of negotiating, vs.2 months to launch”
Iliya Gurkov
E-commerce director at OMA
E-commerce director at OMA
OMA's e-commerce team decided to launch an app for two reasons. They wanted to increase the conversion rate for purchases from smartphones and to improve the experience with the brand overall.
Before launching the OMA app, the IMSHOP.AI team had never created an app for shops from the Republic of Belarus, so it was necessary to refine the internal systems. For instance, it was necessary to decide how the geolocation of shops and customers would be determined. For Russian projects, IMSHOP.AI requests data from dadata.ru. In Western Europe, it is requested from postcode.nl. No analogues of these services were found in Belarus.
The developers in IMSHOP.AI therefore created a geolocation guide for Belarus in the app. In order to do this, the OMA team unloaded a database of locations from their system, which became the basis for the guidebook.
Once the OMA team had uploaded the list of locations, the IMSHOP.AI developers developed the code to integrate it into the app's systems. This is how the user selects the city and address exactly from this database; tooltips are displayed for easy selection, just like in other IMSHOP.AI applications.
The team intends to develop a referral programme called Invite a Friend, so that customers can tell people they know about the app and receive bonuses for doing so. In addition to developing its functionality, the team plans to increase the inflow of new traffic to the app through paid advertising, expanding engagement through Google Ads and launching Facebook advertising campaigns.
Before launching the OMA app, the IMSHOP.AI team had never created an app for shops from the Republic of Belarus, so it was necessary to refine the internal systems. For instance, it was necessary to decide how the geolocation of shops and customers would be determined. For Russian projects, IMSHOP.AI requests data from dadata.ru. In Western Europe, it is requested from postcode.nl. No analogues of these services were found in Belarus.
The developers in IMSHOP.AI therefore created a geolocation guide for Belarus in the app. In order to do this, the OMA team unloaded a database of locations from their system, which became the basis for the guidebook.
Once the OMA team had uploaded the list of locations, the IMSHOP.AI developers developed the code to integrate it into the app's systems. This is how the user selects the city and address exactly from this database; tooltips are displayed for easy selection, just like in other IMSHOP.AI applications.
The team intends to develop a referral programme called Invite a Friend, so that customers can tell people they know about the app and receive bonuses for doing so. In addition to developing its functionality, the team plans to increase the inflow of new traffic to the app through paid advertising, expanding engagement through Google Ads and launching Facebook advertising campaigns.
Product launch
“If an item is out of stock, the OMA website displays ‘Out of stock’ instead of the price. After several iterations of the application, a different solution was implemented: the defining condition for the display of goods and prices on the customer side was changed. OMA systems send IMSHOP.AI information on the availability or unavailability of the goods, not through the price field, as on the website, but through the ‘In stock’ marking for the goods in each region and city”
Ann S.
Project Manager at IMSHOP.AI
Project Manager at IMSHOP.AI
What was the result?
- Conversions to purchase in the mobile app are 8.9x higher than in the mobile version of the site
- The average receipt is 10% higher than in the mobile version of the site
- Rollout period – 8 weeks
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