Rexoft completely updated the mobile application of the retailer "O'Kay"

2021: Mobile app update as part of One retail trend

On October 4, 2021, Reksoft, one of the Russian developers of digital solutions, released an update to the omnichannel mobile application of the O'Kay hypermarket network.

In 2021, the O'Kay and Rexoft cross-functional teams completed work on a complete redesign and functional update of the retailer's mobile application. The application is presented for iOS and Android platforms and complies with UI/UX practices and heidlines for the development of mobile applications Google Material Design Guidelines and iOS Human Interface Guidelines.

The mobile application "O'Kay" fully responds to the trend of One retail, when retailer customers get the opportunity to use all the capabilities of the "O'Kay" ecosystem from any type of device through a single omnichannel application, regardless of where they shop - in hypermarkets or online.

For this mobile application, the project team made an optimal design, and significant work was carried out on its usability and navigation. The procedure for registering and authorizing users has been optimized. It is now executed using a check code that is sent at the user's choice to the phone or email. You can sign in by mobile number, loyalty card, e-mail. The user does not need to remember the password to log in or restore access. In addition, the selected authorization mechanism increases security and eliminates unauthorized access to the client profile. In the future, for the convenience of the user, an animation unit will be added to the registration, showing all changes to the application and teaching how to work with them. He also offers to immediately try the functionality.

Added and detailed section "Favorite items." Now the application allows you to create several template lists for regularly repeated purchases at once, for example: "weekly purchase on weekends," "for the country," "for parents," etc. Thanks to the "end-to-end" technology, the list created by the user in the application will also be available on his computer and vice versa. The section displays the cost of goods and their presence in the selected hypermarket or online store. You can complete your order faster by adding a complete or partially created shopping list to your shopping cart.

The application home page has been substantially redesigned. It focuses on the most profitable current offers for a particular user. Now all information about promotions, discounts, bonuses and coupons is collected in one place and takes into account the top offerings of the offline hypermarket in a particular city and the shares of the online store. To do this, the mobile application was integrated with the offline directory system of the network.

Added filters to find items that speed up the purchase process. There is also a block of recommended adjacent goods with a simplified mechanism for moving the selected product to the basket.

"The joint team of O'Kay and Reksoft has done a lot of work to optimize navigation in the mobile application to preserve the continuity of checkout and the ease of returning to the cart with any additional user action. The nativity of all sections is significantly increased, "- commented on the project Nikolai Potapov, director of the business development department of Reksoft.

"The personal account of the client of the O'Kay network corresponds to the principle of omnichannel - it is common for online orders and retail purchases. For example, you can accumulate bonus points by purchasing goods in a hypermarket and spend them in an online store. Similarly, the circuit works in reverse. At the beginning of October 2021, more than 200 thousand users have already downloaded the mobile application, more than 60% of online orders come through it, " said Elena Remennikova, director of electronic commerce at O'Kay Group of Companies.

The partnership of O'Kay and Rexoft Group of Companies started in 2014 since the start of work on the launch of the e-commerce direction of the network. Already in 2015, through the joint efforts of the cross-functional team, the O'Kay online store was launched. Over the years, the team continued to work on the development and optimization of the online platform of the hypermarket network. At the beginning of October 2021, okeydostavka.ru is a completely omnichannel platform operating on the principle of One retail, when online and offline channels merge organically, and it becomes equally convenient for the customer to communicate and make purchases in any of them.

2020

Results of the year

On January 25, 2021, Reksoft announced the results of joint work with O'KEY Group S.A. in 2020.

By the beginning of 2020, the online resources of the O'KAY network were largely prepared for the challenges posed by the pandemic and the period of mass self-isolation. However, online stores, primarily the grocery segment, needed to withstand an unplanned influx of customers and meet the growing demand for home delivery services. In the period from April to December 2020, the number of okeydostavka.ru orders has tripled compared to the same period in 2019.

The Group's e-commerce platform, okeydostavka.ru, is a complex system that includes an Internet site, mobile applications, an ERP system, and a network of data assembly terminals for the delivery of orders. To speed up operations in the face of soaring demand, many processes have been optimized. So, for example, the speed of printing order documents was increased by 30 times and serious improvements and changes were made to the settings of the online store systems and its integration with the ERP system based on 1C.

The next part of the work carried out by partners in 2020 was aimed at ensuring the stable operation of the site under increased workload. Firstly, the operational double scaling of the server capacities of the system was carried out. At the same time as the infrastructure was strengthened, the database management system was optimized. In the complex, this made it possible to significantly optimize the speed of fulfillment of orders of an online store.

Another important change was the reconfiguration of the logic of customers working with the site. Now the customer first selects the delivery time, and then fills his online shopping cart within an hour. In addition, Reksoft has completed system improvements that allow you to quickly free up the delivery time intervals of the courier service in case the customer cancels the order. This solution increased the productivity of O'KAY courier services, providing the service with the maximum number of customers.

The task of fully digitalizing marketing tools throughout the network's e-commerce ecosystem was also solved. It is characterized by faster implementation of marketing initiatives, more personalization, environmental friendliness and increased economic efficiency. All tools can be used simultaneously in all channels - online or retail stores, regardless of where the customer made the purchase. This digitalization, including the release of electronic labels, points and bonus management, allows you to quickly and without additional costs, without harming nature or producing printed products, launch loyalty programs and special promotions.

Providing our customers with a high-quality order delivery service has become the main task of O'KAY Group of Companies during this period, "says Elena Remennikova, Director of Electronic Commerce of O'KAY Group of Companies," in 2020 we quickly prepared and implemented a number of strategic initiatives to achieve this goal, working both on the restructuring of our business processes and the technological base.

Online platforms are one of the priority areas of activity of Reksoft. 2020 was a challenge for the combined customer-contractor project teams. To achieve the result required by the customer, it is necessary to drastically reduce the time for providing customers with updated functionality, while maintaining the industrial quality of the solution. An example of coordinated actions of the combined team at the O'KAY project shows that with the correct organization of interaction on the basis of a system operating under an ever-increasing load, it is possible to change technologies and business processes, "said Nikolai Potapov, director of the business development department of Rexoft.

Online Store Update

On February 3, 2020, Rexoft announced a project to create an updated version of the adaptive website of the online store okeydostavka.ru the Russian food retail chain O'KAY.

During the project, Reksoft developed an updated fully adaptive version of the okeydostavka.ru for mobile devices of various types. The project required a separate application development that takes into account the full variety of client devices, as well as serious work on creating ergonomic design. The logic of presenting the main elements of the portal, the convenience of the consumer with modal windows and a map at the checkout were taken into account. An unobtrusive derivation of promotional proposals was also worked out and the product catalog was optimized. As a result, customers of the O'KAY network received a convenient version of the usual site, taking into account all the needs of the modern consumer.

okeydostavka.ru is an online store developing One Retail platform - "one-space, one-audience." It is important for retailers to meet the needs of their customers, who are increasingly shopping online. According to a PwC study, 79% of Russians regularly purchase goods from mobile gadgets.

2015: Development of an online sales channel

April 15, 2015. Rexoft announced the development of an IT solution for the online sales channel for the O'KAY hypermarket chain, which has 112 stores.

Project Progress

The project, developed by Rexoft together with O'KAY, started in June 2014. At the moment, the first phase of the project has been implemented. At this stage, the solution allows consumers to order goods on the Internet and independently pick them up at the point of issuance of the hypermarket, having spent no more than 5 minutes on this. You can also order the delivery of goods to the house at a convenient time. The order is generated within three hours and stored for 24 hours, while picking the order is free. The assortment of the online store is based on the assortment of the O'KAY hypermarket: food and non-food products.

To launch the online sales channel, Rexoft introduced a convenient and modern web showcase with flexible marketing functionality on the IBM WebSphere Commerce platform, an account system for processing orders based on 1C Trade Management, integrated the solution with the ERP system and cash solution in O'KAY. Further work is currently underway to expand the services provided to O'KAY customers.

This project is unique for the e-commerce market in Russia, as it is the first project on the IBM WebSphere Commerce platform, which provides smooth and coordinated interaction with customers through all channels of interaction, including offline, online, mobile and social communications. During the project, Reksoft provided a comprehensive service to the customer, which included business consulting in the field of e-commerce and logistics.

Result

The launch of a new sales channel allowed a large Russian retailer to enter a new Internet trading market for itself, representatives of the integrator company told TAdviser. In February, the O'KAY hypermarket chain began operating in the format of an online hypermarket: the first point for issuing orders opened in the Putilkovo hypermarket in Moscow.