Allo — A large ecommerce platform for electronics
to your address or one of 250 offline stores
Allo is a large Ukrainian ecommerce platform that has over 250 offline stores, an online store, and iOS and Android apps that have been downloaded over 650,000 times. They sell all types of electronics, from smartphones and laptops to electric scooters and household appliances.
At first, our client wanted the Allo mobile app to replicate existing website functionality, which included these features:
- Product listings
- Search and filters
- Product comparison
- Product reviews, etc.
However, mobile applications are capable of way more than that. We suggested that our client add mobile-specific features that incorporated GPS, camera, and other mobile hardware functionality. The initial idea of the app (as a copy of the website) transformed into a mobile solution that allows users to get personalized offers due to advanced mobile analytics, receive notifications, and have a convenient and fast way to purchase products.
- Expand an existing audience
- Become a mobile market leader
- Create a unique experience within the app and tie it with the existing website and offline store
Goals and challenges
The main goal of the project was to expand our client’s audience and take over the Ukrainian mobile ecommerce market. Competition from other ecommerce companies was the biggest challenge, so we needed to consider time to market in our development process. Also, we needed to integrate the new mobile application with our client’s existing online and offline business to make the user experience cohesive across all platforms from the UI/UX and functional standpoints.
Development process and results
Our first step was to analyze our client’s business needs and create technical specifications for both the iOS and Android applications. We developed wireframes and documentation and estimated the whole project. To make sure we released the app as fast as possible, we created a list of must-have features for an MVP version.
To add value to the product, we added features that were unique to the mobile app:
- Location-based push notifications \
- Deep links
- Advanced analytics
- Mobile payments
- Parcel tracking
- Loyalty program
We chose native technologies for this project for the best quality and performance and created native apps adapted for Android and iOS to offer the best user experience. For example, for the iOS app, we added Apple ID authorization.
After the first release, we started to gather data about users, consumer behavior, the app’s performance, and more. This helped us create a list of improvements.
In just one year, the Allo app gained an audience of:
Monthly active users on Android
Monthly active users on iOS
Personal profiles contain brief data on users, their order histories, their preferred delivery options, favorites, loyalty program bonuses, and app settings.
The app contains a product listing for every product that Allo sells. Each product has a rating, photo, and name along with a short description. To ease the search process, the listing feature includes a catalog tree, smart predictive search, and filters.
To fully cover the target audience’s needs, we chose Way4Pay as our payment gateway processor, as it covers most payment methods used in Ukraine. With Way4Pay, customers can pay with their credit and debit cards as well as with services including Google Pay and Apple Pay.
Allo has its own loyalty program and supports various third-party loyalty programs. In the ALLO app, users can also collect bonuses from their purchases and spend them in partner shops.
We implemented push notifications with deep links for the highest conversion rates. To increase the open rate, we upgraded to rich push notifications with media files. Later, Allo also started to offer location-based notifications that appear when a user is near an Allo retail store.