The Challenge
Freshful set out to redefine online grocery shopping in Romania, but doing so came with a unique set of challenges:
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They needed a scalable mobile app capable of managing exponential growth while delivering an exceptional customer experience.
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The app had to handle thousands of products and hundreds of suppliers, provide real-time stock updates, and guarantee fast delivery with features like meal voucher payments and barcode scanning.
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Beyond functionality, the app had to seamlessly integrate with Freshful’s logistics and delivery networks to maintain operational efficiency.
Competing in a growing market dominated by household names and well-established physical grocery store chains, Freshful also faced the challenge of meeting the high expectations of consumers who demand transparency, convenience, and sustainability.
Moreover, another significant challenge was in building trust with users unfamiliar with online grocery shopping, especially given Freshful’s promise of high-quality products and sustainability. With these challenges in mind, Zitec delivered the solution, which we’ll explore below.
The Solution
We developed a scalable, feature-rich intuitive mobile app for both iOS and Android. The app was designed using the best practices in UX/UI and app development. Here are some of the key features:
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The app provides access to over 20,000 products, supported meal voucher payments (Edenred), and allows users to create lists, save delivery addresses, and track orders in real time. The innovative barcode scanning feature means customers can add items directly to their cart with ease.
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From its launch in October 2021, 45 functionalities were implemented with the aim to streamline the experience users have with the app. Features like “Rețete cu ce vrei” allows users to order ingredients for favorite recipes with a single tap.
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Customers can choose same-day delivery (within two hours) or schedule their orders at a time of their convenience. Plus, Google Geolocation Services simplify address input for accurate and efficient delivery logistics.
The app was designed from the get-go to evolve with user needs and handle growing traffic and transactions, all while maintaining reliability and performance within the customer-facing platform and Freshful’s backend systems.
The Process
Creating Freshful’s mobile app came with clear focus: to make grocery shopping faster, simpler, and more reliable for users. At the same time, the app needed to be resilient and scalable enough to support Freshful’s growth and efficiency goals.
Here’s how we approached the process:
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Together with Freshful’s team, we identified the key challenges and opportunities. Customers needed intuitive features that would make them love digital grocery ordering. On the operations side, the app had to integrate seamlessly with logistics systems to ensure smooth deliveries.
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We took an iterative approach, working closely with Freshful to test and refine features as we built a solution tailored to their unique needs. Over the first year, we implemented 45 functionalities. Every feature was crafted to work seamlessly within their ecosystem.
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When it came time to launch, we prioritized customer feedback. The app was rolled out in stages for a smooth transition and feedback gathering. This approach resulted in 100,000+ downloads and a 94% service promoter rate in its first year.
