Making a List

Albert Heijn — Appie

To extend their brand online, frog worked with Albert Heijn on a mobile application and online service that increases conversion both in store and on the web. 

Holland’s largest grocery chain Albert Heijn wanted to provide shopping assistance to their customers in-store, online, and through mobile devices. In collaboration with Albert Heijn’s internal innovation team and mobile application development partner IceMobile, frog worked for two years to concept, design, and launch the ‘Appie’ shopping service for mobile devices and the web.

Appie supports a variety of shopping behaviors, from building shopping lists to checking to see if a recipe's ingredients are in stock. Once a customer is inside an Albert Heijn branch, the digital shopping list reorders based on the layout of products to make grocery selection even easier. By connecting to Albert Heijn's loyalty system, Appie captures user preferences and behaviors to automatically build lists and showcase relevant promotions and discounts. 

The initial release garnered more than 200,000 downloads in the first three months. Based on frequent rounds of research to solicit customer feedback, Appie has grown over time to accommodate new platforms and shopping behaviors. Barcode scanning and voice input functionality make it even easier to quickly construct lists. Additional web, tablet and Android applications have expanded Appie's base to over two million downloads and more than three hundred thousand daily users.

In 2012, frog worked with Albert Heijn to introduce in-store pickups and at-home deliveries built on the Appie platform. Customers create a shopping list using Appie and then schedule a pick-up at a time and location that is convenient to them. By using 'big data' analytics to create personal recommendations that are delivered to customers through a useful app, Albert Heijn was able to drive sales both online and in-store.


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