Project Summary

A leading health & wellness retailer faced challenges with store associate interactions and customer app experiences. Mastek partnered with the retailer to upgrade their mobile app, enhancing customer profiles, purchase history, and checkout processes. This solution improved app ratings, customer satisfaction, and revenue while providing ongoing support for optimal performance.

Client Situation

The client’s mission and commitment are to deliver good health and they do this with dedicated teams that serve communities across the globe. The company’s innovative brand demonstrates passion for helping customers become their best selves. Its app (besides their 700+ stores) delivers a wide assortment of high-quality, cutting-edge supplements, proteins, healthy weight support, aromatherapy, herbs, superfoods, natural beauty products, and more.

Mastek has been a long-term technology and strategy partner of the client, playing an integral role in supporting their customer-centric mission. Over the years, Mastek has enabled the company to optimize their digital presence, enhance customer engagement, and improve operational efficiency.

However, the company faced several challenges in delivering the best service to their customers. Store associates lacked mechanisms to interact with enterprise data, making it difficult to look up customer profiles, purchase history, loyalty points, rewards, coupons, and offers. Customers

experienced slow page loading times, usability issues, and complex checkout processes, leading to a high volume of abandoned carts.

To address these issues and drive continuous innovation, our client aimed to launch an upgraded mobile app on iOS and Android. They sought to develop new features on their Native App, based on an eCommerce technology platform (ATG and Commercetools), as an additional channel to drive traffic, improve app performance, increase revenues, and enhance customer satisfaction.

Through strong app performance, they envisioned a future state which would achieve significantly higher revenues through improved average order value, higher conversion rates, seamless check out experience, and superior customer ratings.

Mastek’s objective was thus to increase app ratings, customer satisfaction and revenue from their app. A consolidated centralized repository, inbuilt with multiple vendor integrations, would improve scalability and system performance. They also required ongoing support and maintenance services to ensure enhanced App uptime and deliver the best possible customer experience to their end users.

Solution

The Mastek team undertook an end-to-end implementation, integration, and enhancement of app features and services for the client. We built a core native iOS and Android App from scratch, with the front-end customer experience crafted using ATG APIs.

To enhance customer retention, we implemented a loyalty program utilizing CrowdTwist and CRM. During the COVID-19 pandemic, we launched a curbside pick-up program, allowing customers to pick up their orders without physical contact, thereby improving the customer experience.

For ease of access, Google Sign-in was provided as an additional login option. To facilitate easy and convenient checkouts, Apple Pay, Google Pay, and Klarna were integrated as preferred payment methods. Additionally, reusable bags were made available as an optional purchase during checkout.

A “Save for Later” feature was introduced, enabling users to save their favorite or wish list items in the cart, which significantly enhanced user experience and boosted revenue. The inclusion of Google Analytics and accessibility add-ons ensured comprehensive data insights and enhanced user accessibility.

We also focused on creating specialized mobile applications:
  • Mobile Customer App (CA): This app allows customers to look up purchase history, view and redeem loyalty points, access information on offers, and enjoy various features to improve their shopping experience.
  • HETool Mobile App for Store Associates: Designed for in-store use, this app enables associates to register or look up customers, view buying history, and provide product information.

From a technical perspective, we faced the challenge of integrating multiple systems that did not natively communicate with each other. We developed MicroFrontends and Microservices APIs to ensure seamless integration of the backend, frontend, and middle layers. This allowed efficient communication with the CRM, which was synchronized with Commercetools and the HRDB (employee data) repository for the Store App.

To support independent communication with the CRM and ecommerce platforms, we built new REST APIs from the consumer app and website. This holistic approach ensured that all systems worked harmoniously, enhancing both customer and store associate experiences.

Overall, our comprehensive solution not only improved the app’s functionality and user experience but also provided valuable insights through advanced analytics, ensuring a robust and user-friendly platform for both customers and store associates.

Business Outcome

The client experienced multi-dimensional benefits through our solution. In-store sales and conversion surged, with an improved customer buying experience and conversion rates. This has been reflected in the improved app ratings (4.8 for iOS and 4.4 for Android), higher downloads, and enhanced quality of customer reviews. The consumer mobile app paved the way to build a complete end-to-end ecommerce mobile app powered by ATG. It has empowered customers for self-service, positively impacting both sales and loyalty. Sales rose, and customer retention increased significantly.

Key business outcomes include:

  • Improved app performance by 50%.
  • Increased average order value by 4% through better cross-sell and upsell recommendations.
  • Improved conversion rate by 8%.
  • Increased Customer Satisfaction (CSAT) by 25%.
  • Reduced abandoned cart rate by 35%.
  • Optimized and seamless checkout experience.

Prior to our solution implementation, there were two different APIs for web and app use, making maintenance and scalability complex and difficult. By creating common APIs for both the website and app, we enabled the user agent to identify traffic for iOS and Android apps. This was achieved through high-quality software and effective processes for system integration testing, functional testing, smoke testing, and performance testing. The HETool was delivered in a record 6-week timeframe.

Overall, Mastek’s solution significantly enhanced the customer experience, streamlined backend processes, and drove notable improvements in performance and revenue for the industry-leading health & wellness retailer.

Sustainability Impact

Customer experience has shown a phenomenal increase on many dimensions. Specifically, In-store sales and conversion surged, with improved customer buying experience and conversion. This has been reflected in the improved App rating (4.8 for iOS and 4.5 for Android), higher downloads, and enhanced quality of customer reviews.
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