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2024: Mobile Navigation Launch

Lenta, a multi-format retail chain in Russia, is launching mobile navigation. During testing, the average check of buyers who used the option increased by 1.6%, Lenta representatives said on August 13, 2024.

source = "Feed"

Mobile navigation has been introduced into the Lenta mobile application for customers. Now they can see the "address" of the product, which consists of row numbers and a rack. Coordinates are indicated on sales equipment and on the floor. To find a specific product, you need to select the hypermarket address in the application, if it is not automatically detected, the product of interest and click the "find the product in the store" button. The application will show the number of the row and rack on which the buyer came.

Before the mass launch, the company tested navigation in two stores. In three months, it was used more than 73 thousand times. It turned out to be the most popular among young people and middle-aged buyers. Most often they searched for goods of certain brands: pasta, royal shrimp, brewing teapots, vertical vacuum cleaners, bedding sets and whiskey.

In May 2024, the company introduced similar mobile navigation for online order collectors. Thanks to this feature, the company estimates that the build speed has increased by 4.2%.

"Thanks to the ability to quickly find the necessary product, we increased sales of hypermarkets in which the pilot passed. During testing, the search function was used by 5% of buyers-users of the mobile application, whose average check was 1.6% higher, and conversion to purchase - more by 10 percentage points compared to those customers who did not use the option. Most customers rated the experience positively - they quickly found the desired product, consider the service convenient and useful, are ready to recommend it. At the same time, targeted storage of goods does not require the installation of additional equipment, "said Marina Andronaki, Director for Merchandising and Retail Space Management of Lenta Hypermarkets.

Targeted product search is available in 150 Lenta hypermarkets. The largest number of stores that will cover the project are located in Moscow, St. Petersburg and Novosibirsk. It is planned that by the end of 2024 mobile navigation will work in all Lenta hypermarkets.