toom Baumarkt E-Commerce App Success

Seeking to strengthen its digital footprint and streamline the shopping experience for its clients, toom Baumarkt partnered with intive to enhance its mobile app. Since the collaboration began in January 2022, intive has been responsible for the development of toom Baumarkt’s mobile shopping app, previously managed by another vendor. The primary focus has since been on modernizing the app, introducing new features, and refining the user experience.

To support toom Baumarkt's objectives to boost sales, expand its user base, and increase app store ratings, intive's role has extended beyond just maintenance and aims to transform crucial sales channels into high-quality, user-friendly interfaces. Throughout the collaboration, intive has focused on blending innovation with functionality, ensuring the mobile application remains at the forefront of the competitive DIY retail landscape.

From the project's outset intive took over responsibility from the initial vendor, kickstarting with code cleanup and refactoring for enhanced maintainability and collaboration. intive introduced modern UI frameworks – Swift UI for iOS and Jetpack Compose UI for Android – and redesigned crucial app features for both users and toom. The streamlined engineering approach of intive’s agile team, consisting of Developers, Quality Engineers, UX/UI Designers, Project Manager, Scrum Master, and Proxy Product Owner, ensured this revamp unfolded smoothly.

intive's role extended beyond technical expertise to include UX/UI services, such as UI design and strategic workshops for user experience, roadmaps, and feature ideation. Continuous testing allowed the team to develop an app that deeply resonated with users, and extensive automated testing ensured the smooth integration of new features while swiftly addressing latent issues. This collaborative synergy not only resulted in a more effective, UX-friendly app for users, but also helped establish a framework for problem-solving and continuous improvement together with toom Baumarkt.As a result, the toom Baumarkt app has experienced a 300%+ increase in users over the course of the collaboration, and a doubling of active users.

Another key element of the project is to refine features that would extend the app’s functionality beyond strictly online purchases, which involves a redesign of the loyalty card feature. The team is streamlining user interactions and consolidating the previously confusing dual account structure, where users have one account for purchases and another for the loyalty card.

The intive team also started to work on integrating the previously separate "Scan and Go" app into the main toom application. This enhancement will allow users to efficiently scan items while shopping in-store and enjoy a streamlined checkout process directly within the app. By eliminating the time at traditional checkout counters, users will experience a smoother and more convenient shopping journey.

intive’s resolution of legacy problems surrounding push notifications resulted in open rates going from under 1% to an impressive 10%. Fixing these implementation issues not only impacted statistics but also spurred increased user engagement, contributing to a more dynamic and engaging user experience.

Moreover, the app’s ratings have increased since intive’s involvement in its redevelopment and redesign, going from 3.1 stars to 4.7 on Android and 4.2 on iOS.

The work to improve the toom Baumarkt app has also been recognized by the German Institute for Service Quality (Deutsches Institut für Service-Qualität). 

The app topped the DIY store app leaderboard – coming in first place – after being evaluated by a population-representative survey in the areas of offerings and performance, ease of use, and customer service.