Lenta launches mobile navigation. During testing, the average check of buyers who used the option increased by 1.6%.
Source: Lenta
Lenta has implemented a new feature in the mobile app for customers. Now they can see the "address" of the product, which consists of the row and shelf numbers. The coordinates are indicated on the retail equipment and on the floor. To find a specific product, you need to select the hypermarket address in the app, if it is not determined automatically, the product of interest and click the "find product in the store" button. The app will show the row and shelf number where the product the customer came for is located.
Before the mass launch, the company tested the navigation in two stores. In three months, it was used more than 73 thousand times. It turned out to be most popular with young people and middle-aged shoppers. They most often searched for products of certain brands: pasta, king prawns, teapots, vertical vacuum cleaners, bed linen sets and whiskey.
In May, the company rolled out similar mobile navigation for online order pickers, which increased picking speed by 4.2 percent.
"Thanks to the ability to quickly find the necessary product, we increased sales in the hypermarkets where the pilot took place. During the testing, 5% of buyers-users of the mobile application used the search function, whose average check was 1.6% higher, and the conversion to purchase was 10 percentage points higher compared to those customers who did not use the option," commented Marina Andronaki, Director of Merchandising and Retail Space Management at Lenta hypermarkets .
Address search for goods is available in 150 Lenta hypermarkets. The largest number of stores that the project will cover are located in Moscow, St. Petersburg and Novosibirsk. By the end of the year, mobile navigation will be available in all Lenta hypermarkets.
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