With intive as our tech partner, we've seen significant improvements in our mobile app’s functionality and user-friendliness. We appreciate their commitment to excellence, expertise in technology, and UX design. We look forward to enhancing the app's capabilities and delivering value to our customers even further together.
Ferdinand Rimpl, Product Owner at toom Baumarkt
toom Baumarkt partnered with intive to revamp its mobile shopping app, aiming to enhance customer experience, provide more personalized services, and streamline the shopping journey. With the objective to transform the app into an increasingly user-friendly platform, the efforts were aimed at delivering an even more streamlined shopping experience.
Based in Cologne, toom Baumarkt is famous for its hardware stores and garden centers spread across around 330 locations nationwide. Operating under the banners of toom and B1 Discount Baumarkt, it stands as one of Germany's top DIY retail chains, ensuring that its enthusiasts are fully equipped to transform their ideas into reality.
eCommerce & Retail
Product Development, UX/UI Design, Mobile (Android, iOS), Quality Assurance (Manual and Automated), Project Management, Scrum
In the dynamic do-it-yourself (DIY) retail sector, toom Baumarkt has been a prominent force since its establishment in 1978. With over 300 stores and 3.1 billion euros in gross sales as of 2022, toom stands as a cornerstone for DIY enthusiasts. The daily efforts of 18,000 employees ensure that a diverse range of DIY practitioners find the tools they need to bring their ideas to life.
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.
From the very beginning, the partnership between toom Baumarkt and intive has been rooted in trust, mutual understanding, and deep collaboration with a focus on a common goal. And the numbers speak for themselves: From 2022 to 2023 alone, toom Baumarkt experienced a 35% increase in turnover.
As we celebrate the achievements of the last few years, intive eagerly anticipates future shared accomplishments and a lasting legacy of digital transformation in the DIY retail landscape.
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