Mobile loyalty program Grow with «Lenta».

The client

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.

The objective

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.

The solution

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.
  • Mini-game.
  • Scanning of special labels in stores.
  • A leaderboard with a challenge and real awards for the first 100 places in the ranking.

The result

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:

50000

TIMES

APP INSTALLED

250000

PACKAGES

OF SEEDS SCANNED

150000

MINI GAMES

PLAYED

120000

TIMES

CUSTOMIZED SUNFLOWER

Yode Group

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