Lenta is a leading multiform grocery and FMCG-retailer in Russia. The company is developing forms of hypermarkets, supermarkets, as well as recently launched a new kind of «around the corner» stores under the brand Mini Lenta. Lenta is the largest hypermarkets chain in Russia and the fourth biggest retailer chain by revenues in the country. Lenta also gives the consumers an opportunity to do the shopping online, using the click-and-collect and express-delivery services.
To motivate the interest to the spring loyalty campaign in the retail chain «Lenta». When buying goods for a certain amount of money in a cheque, the purchaser of the retail chain «Lenta» was given a grow kit, one of 16 types of seeds.
To develop a mobile application (iOS, android) in support of the main campaign in the stores, complementing it by the digital component. The main functions of the mobile application are:
- Growing a virtual sunflower (Tamagotchi mechanics). An opportunity of its customisation and metamorphosis, as well as its viewing in augmented reality.
- Gathering a virtual seeds collection.
- Scanning of special labels in stores.
- A leaderboard with a challenge and real awards for the first 100 places in the ranking.
Within three months the application with gamification and augmented reality AR elements was developed. There were about a hundred variants of the sunflower customisation integrated, including backgrounds, accessories and colourings, pots shapes for various levels of development.
Over the 6 weeks of the campaign:
OF SEEDS SCANNED
Andrey Ivashentsev — Innovation Director
Chernookov Anton — Project Manager
Sadriev Vlad — UX/UI designer
Victoria Tereshchenko — UX/UI Designer
Roman Sidelnikov Unity Developer
Akim Zaitsev — Unity Developer
Kirienko Maxim — Web Developer
Buchnev Alexey — Backend Developer