Modernization of the mobile application "Riv Ghosh" made it possible to increase sales by 3.5 times

2023

Upgrading the mobile application and increasing the share of orders through the mobile application by 75%

The company Napoleon IT implemented a project to modernize the mobile application perfumery and cosmetic network "." Reeve Ghosh This was announced on August 4, 2023 by representatives of Napoleon. IT

Rive Ghosh and Napoleon IT began working together in September 2021 in 2 areas: expanding the functionality of the mobile application for customers and developing with the subsequent launch of the mobile application for consultants. It is very important for the beauty retailer to take a position in the market, offering its customers an omnichannel and seamless customer experience. The creation and development of a high-quality digital product allows you to keep the client inside the network, ensuring constant interaction. This is confirmed by the fact that since 2021 the share of orders through the mobile application has grown 2 times and amounted to 75% of the total sales in e-com.

As part of the improvement of the mobile application, the following changes have already been implemented and presented to customers:

• A loyalty program has been launched, including in the mobile application;
• A lot of work has been done to optimize the application;
• The main screen and the item card have been redesigned;
• Added feedback output in the application;
• A system has been implemented that allows AV tests and checks the impact of implemented tasks on application indicators;
• Stories, video banners, beauty examinations, screens have been developed; advertizing information
• The ability to register a gold card through the application has been implemented. The gold card is autonomous, you do not need an exit to use it; Internet
• The functionality of ordering and working with the basket has been improved, which made it possible to increase traffic to offline stores, thereby supporting omnichannel and unified retail;
• A service has been developed for recording in an image studio for beauty procedures;
• For the first time, an installment plan service was added when buying in a mobile application (Podeli from Alfabank, Shares from Tinkoff and Parts from Sovcombank (Halva).

Top management Riv Ghosh notes the importance of creating a client mobile application. For the effective functioning of the network, a department of strategic marketing has appeared, which is engaged in the development of a digital product.

In 2021, Rive Ghosh relaunched a mobile application for clients with the Napoleon IT team. Experts and developers had an interesting task - to implement an application that meets the needs of customers who choose a multi-channel path of interaction with the network. A very high proportion of customers make a purchase decision in the application, and buy in the store. Others prefer to get acquainted with the product in the store and order it online. The application helps to build an ideal way for the client to interact with digital products of Riv Ghosh, commented Natalia Kezikova, e-commerce director for.

From 2021 to 2023, the improvement and development of the mobile application managed to achieve important metrics for business:

• Conversion growth by 3 times;
• Sales growth by 3.5 times;
• 75% of orders for all sales in e-com are in the mobile application;
• The maximum CSI (Customer Satisfaction Index) level has been reached;
• High retention rate. The return rates to the network have improved due to the closure of the client's needs offline and online;
• Depth of penetration of the mobile application into the Riv Ghosh client base;
• The share of mobile application customers reached 36%, thanks to the emergence of an ecosystem inside Rive Ghosh with online and offline channels.

Napoleon Aichi specializes not only in creating applications from scratch, but also in optimizing existing ones. We were faced with the task of improving the finished digital product. Our team, together with Riv Ghosh specialists, worked as a whole, ensuring uninterrupted operation of the application and regular release of functionality. Thanks to this, we achieved significant revenue growth through a mobile application, commented Konstantin Price, Chief Commercial Officer of Napoleon IT.

The mobile application is now positioned as a platform with content. Much attention is paid to working on content with niche experts to help the audience understand the beauty of the industry and products: talk about the useful functions of goods, demonstrate it in business, do reviews and answer questions.

Digital Sales Assistant Launch

The Russian perfumery-cosmetic The network RIV GOSH mobile application has launched Digital sales assistant for consultants. shops Digital sales assistant will help employees with ordering for buyers, registration of a discount card and with the informing status of the buyer's order. Thanks to this, the growth to the assistant of the average check was 15%, and the growth in the volume of orders in stores was 44%. mobile The company became the developer of the application. This was announced Napoleon IT on February 1, 2023 in the application development company.

RIV GOSH and Napoleon IT began working together in September 2021 in 2 areas: expanding the functionality of a mobile application for customers and developing and launching a mobile application for consultants. In December 2022, DSA (digital sales assistant) was implemented and launched in the RIV GOSH chain of stores.

By February 1, 2023, DSA was launched at 22 locations in St. Petersburg, Moscow and stores in the Far Eastern region. In January 2023, the project was scaled to regional stores and until the end of the quarter, 50% of the chain's stores will use this assistant. The growth of the customer base of stores increased by an average of 27% during the project.

The application includes all the necessary services data to improve the shopping experience. This is an important part that ecosystems unites online offline stores into a single environment for both the client and the consultant. In this application , the functions were implemented: ordering for the buyer by a consultant, the "consultation" section, which includes information about the client's discount card and his purchases. It also included the main sections of the client application: catalog, goods shopping cart, promotions.

Already from the first days of using the application, consultants were in demand for the functions of registering a discount card and viewing the balance of a gift certificate. A further product development map is being formed. It is also planned to develop other functionality: an entry for beauty services, statistics on the work of consultants in your personal account and the ability to view buyer's coupons in the consultation section. The next step will be the ability to pay on a tablet.

The company is developing additional consultant capabilities using a digital assistant to combine the features of a single customer experience in retail and online channel. This functionality will help you better understand the client and provide better service in the store. For the network, this is an additional opportunity to show your expertise in consulting, increase customer loyalty, as well as increase conversion in the store, noted Kezikova Natalia, director of an online store.

The implementation of DSA has already yielded visible results:

• Average check growth was 15%;
• The build time of orders in stores was reduced to 15 minutes;
• The growth in the volume of orders in stores amounted to 44%.

DSA (digital sales assistant) will help improve customer service, create an omnichannel experience for users, reduce customer service time and increase customer satisfaction, which will increase the average check and number of sales through a personalized approach.

The current strategy of RIV GOSH involves the development of the company's business, where digital solutions determine the development of a special client service. With effectively built and branched retail, the company is creating a revamped space that will combine retail and digital product processes into a single ecosystem for customers and consultants. In 2022, processes were transferred online and the basis for the development of the technological platform was laid. Experience and expertise of RIV GOSH will allow business to make a qualitative breakthrough, explained Alexander Khokhlov, Director of Information Technologies, RIV GOSH.

The main task is to help partners improve their business processes. This project will allow RIV GOSH to provide the company's customers with a higher service, which will positively affect their loyalty, commented Konstantin Price, Chief Commercial Officer of Napoleon IT.

2021: Mobile App Expansion Agreement

In September 2021, RIV GOSH and Napoleon IT entered into a strategic cooperation agreement to expand the functionality of the mobile application. The main task is to support the concept of omnichannel and seamless client experience. This was announced on October 25, 2021 by Napoleon IT. Regardless of the preferences of the client and his shopping path, the application remains an important point of contact with online buyers, store visitors and customers only planning their visit.

In order for RIV GOSH customers to quickly and easily find any necessary information (about stores, products, promotions, etc.) and enjoy the purchase without focusing on the process, it is planned to optimize the application: UI/UX recycling, user path, authorization, main screen, share section. In the future - working with a basket, product card and ordering. The download speed and performance of the application will increase.

The next step will be the introduction of digital products for continuous improvement of the user experience: a custom chatbot using machine learning technologies, the development of full-text smart search and the creation of a separate assistant application for consultants.

A custom chatbot to support users will be integrated into the mobile application. This will unload the technical support service and involve employees only for solving complex issues. Thanks to the creation of a smart full-text search module, RIV GOSH customers will have the opportunity to search for goods using a barcode, QR code, images and videos, taking into account semantics and correcting typos. For example, the user will be able to upload a photo of the product of interest, and the system will recognize the product, indicate the cost, availability and available alternatives.

The digital sales assistant (DSA) will include all the necessary services and data to improve the purchasing experience. This is an important part of the ecosystem, combining online and offline stores into a single environment for both the client and the consultant. In the near future, it is planned to provide an opportunity for customers at the outlet to independently select, scan and pay for products through a mobile application online. Or do it with the help of a consultant and a qr code DSA.

We create a mobile application that will benefit customers, open up new opportunities for them. An application that is easy and convenient to use and wants to recommend to friends, "said Natalya Kezikova, director of the online store.

In recent years, the speed of shifting focus towards online has increased, so it is very important for any retail company to have a fully functional and convenient mobile application. Chat bots, payment through the application and other innovations are no longer a tribute to fashion, but a vital necessity. We are glad to be a partner and grateful to the trust provided by one of the leaders in the beauty industry market, - commented Konstantin Price, Commercial Director of Napoleon IT.