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Deichmann

Deichmann Omnichannel Simplicity

Crafting a Unified Shopping Journey with intive
"With intive’s design-led approach, engineering expertise , and laser-focus on user-centricity, we have been able to offer our customers a seamless omnichannel experience. It’s a top priority that our customers can conveniently buy our products wherever they prefer, whether it’s online, via mobile app, or in-store, and intive has helped us do exactly that."
Daniel Druhm
VP Product Management (Digital) at DEICHMANN

Overview

In 2019, DEICHMANN reached out to intive to expand its online presence through our end-to-end digital services. We partnered with the shoe retailer to create a mobile omnichannel solution that provided a holistic shopping experience for its customers in Germany.

Client

Founded in 1913 and headquartered in Essen, Germany, DEICHMANN is Europe’s largest shoe retailer. With a gross turnover of 8.1 billion Euros achieved during the financial year 2022, the company continues to grow and is active in 31 countries worldwide.

Services

Concept development
UX/UI Design
Mobile, Android, iOS
Quality Assurance
Project Management
Scrum
Deichmann mobile app set against background showcasing woman in green sandals and wearing purse.

Expanding Beyond Brick-and-Mortar

In 2000, DEICHMANN was the first shoe retailer to sell shoes on the Internet and has consistently further developed its e-commerce in line with the omnichannel offer ever since. Currently, their challenge is to make the transition between the brick-and-mortar experience and the online shop as seamless as possible.

So, in 2019, DEICHMANN reached out to intive, encouraged by our work for other retailers such as Esprit and Adidas. The company was seeking a state-of-the-art omnichannel app that would enhance the in-store experience and allow customers to buy online, in-app, and in physical stores – with minimal friction. DEICHMANN required a technology partner with deep domain expertise in retail-related mobile ecosystems, and intive fit the bill.

An app interface of Deichmann shoe store with variety of footwear options displayed.
A woman stands in a park holding a cell phone, surrounded by greenery and trees.
A human-centric approach to engineering

The team working on the DEICHMANN project was initially formed of eight intivers, and grew to 16, including iOS and Android developers, UX designer, QA specialists, a project manager, and a scrum master.

The project championed intive’s human-centric approach to engineering, putting the user at the center of every step. We began a project with a discovery phase formed of workshops with business and UX designers. Together with DEICHMANN, we created a roadmap and identified key customer personas and key app functionalities. We were able to validate the user prototypes we had identified using continuous rapid tests and release testing.

Interconnecting design with our native mobile app development know-how, we developed a seamless app using Swift and Kotlin languages. Our team leveraged Agile development and acted as an Agile ‘lighthouse’ for DEICHMANN, training their team members on the approach.
Throughout the project, we consistently prioritized a transparent partnership with DEICHMANN and channeled our enthusiastic nature in every single phase.

A close-up of a person holding a white smartphone, highlighting the Deichmann app.
Product cart displayed on a laptop and mobile phone, showcasing Deichmann app, online shopping.
Innovative Features for Operational Simplicity

We designed and developed a mobile shopping app with omnichannel features, including a user-centric design, a filtering feature, wish lists, and a ‘click and collect’ functionality. This allowed customers to buy the product in the app and collect it in-store.

The app includes a scanner feature, enabling users to scan a barcode in-store and quickly find out if the product is available in their size and in which stores. Sales assistants can also use the feature to efficiently provide accurate information on inventory to customers .

A Holistic, Omnichannel Experience

intive delivered  a flawless ecosystem that allowed DEICHMANN to confidently step into the online retail space while staying connected to its local stores. With an attractive design, high-performing search, and operational simplicity, the mobile app met and exceeded customers’ expectations.

The DEICHMANN app currently has a five-star rating in the app store and continues to provide customers with a smart and seamless way to combine local and online shopping.

The platform´s scalability enables DEICHMANN to expand its presence into other countries and languages.
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