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The challenge
Kruidvat wanted their app to play a more central role in the customer journey, making it the go-to platform for building long-term loyalty. How? Kruidvat stores are packed with energy. Deals practically fly at you, making it easy to fill your basket. The challenge was to capture that same level of excitement in the app without overwhelming users. A cluttered app can frustrate customers and hurt conversion rates, especially with so many alternatives out there.
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In a nutshell: what did we deliver?
We created the complete concept for Kruidvat’s new app, focusing on personalized experiences that connect online and in-store journeys. To bring this concept to life, we designed all user flows and interfaces while collaborating closely with developers and stakeholders. We also introduced the ‘Shake & Win’ campaign to enhance user engagement.
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This was brought to the table:
Strategy
Concept
UX/UI Design
The Kruidvat club is the one to join
Kruidvat’s member program is a key differentiator, providing daily value to users. That’s why one of the key elements was to improve the loyalty experience in the mobile app, making it easier for members to access benefits and more inviting for new customers to join.
To simplify onboarding, we streamlined the sign-up process and added prompts on the homepage and after checkout. We also introduced personalized reward systems to encourage customers to spend more and shop more often.
Shop your way, online & offline
It was clear that, above all, every Kruidvat customer should have an easy shopping experience, whether ordering online or visiting one of their 1,250 stores. To achieve this, the app was designed to connect online and in-store experiences, featuring package pickups for convenient order collection and digital receipts for tracking purchases.
Additionally, synchronized online and offline shopping lists and near-store notifications keep users informed about special offers nearby. Store-exclusive deals offer added incentives, while solutions for out-of-stock scenarios ensure customers never hit dead ends. These features work together to create a smooth and enjoyable shopping journey, regardless of how customers choose to shop.
It's time to get personal
To create the best on- and offline experience, we started by making the app easier to use and more intuitive, throughout the entire customer journey.
We focused on personalization, offering tailored search results and custom checkouts. This way, every customer feels like the experience is made just for them, helping to build a stronger bond and keep them coming back, over and over again.
Designed at scale, built to last
We created a design system to ensure the new app is easy to maintain, can be continuously expanded with new features, and remains consistent and efficient. Key design standards include a 8 px grid, a
component-based approach, conversion-centered design principles, a focus on content over UI, and following Human Interface Guidelines for both iOS and Android.
The 'Schud en win' loyalty campaign
Building an emotional connection within the app is essential, as emotions play a key role in driving loyalty beyond mere functionality. To tap into this, we developed a loyalty concept centered around gamification.
To encourage downloads of the new app, everyone who downloads it can participate in a fun game: by shaking the can, users receive a ball that unlocks a prize for their next purchase. Members enjoy this experience twice, further enhancing their engagement. This playful moment creates rewarding brand interactions and encourages users to return for more.
“The app is now an important touchpoint in the customer journey, connecting our online and offline experiences. Additionally, by incorporating game elements like ‘Shake & Win,’ we create more engagement.”
Brenda Smith
Director of Marketing & Customer Experience at Kruidvat
Yes, we really did it together
In just nine months, we turned Kruidvat's vision into an app that connects online and offline shopping. By working closely with Kruidvat’s tech team and various stakeholders, we used continuous feedback to refine features that truly resonate with users.
The result is an app that meets market standards, capturing the excitement of Kruidvat stores online while ensuring a user-friendly experience. This helps boost conversions and build stronger, long-term customer loyalty.
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Make them return, over and over again.
