Part of the Casino Group, franprix’s first supermarket opened in 1958. Now the brand has 900 stores across France, 300 of which are in the Paris area. Up until 2017, its business model had been purely based on the high street, with no transactional website. But three years ago, that began to change. In June 2017, franprix starts its digital adventure by launching a mobile app.
The grocery retailer Franprix charts new territory with award-winning m-commerce app
An intensified competition
Because of the rise of e-commerce, FMCG retailers are competing not just against each other, but also against companies like Deliveroo and Amazon Local, who deliver products direct to a customer’s door.
To keep up, franprix had to diversify, and approach its sales model in a completely new way. What if customers in Paris could order their food shopping remotely, from their everyday groceries to snacks and ready-made meals – and get it delivered in less than an hour?
Franprix saw a unique opportunity to expand its sales channels, increase revenue and make their offering even more convenient for customers. The concept for the franprix mobile app was born.
Building a m-commerce app
Franprix put together a team to design, launch and manage the app – a huge task considering the company had never even managed an e-commerce website before. After assessing a variety of vendors, they selected HiPay as their Payment Services Provider (PSP) because of its proven expertise, broad experience in the retail space and ability to scale up to meet franprix’s future needs.
An easy check-out
The franprix app was launched in June 2017. It is an iOS and Android application which can be used on smartphones and tablets. Users simply create an account or sign in with their Facebook login details, select the items they want from a selection of 4200 products, then type in their address and card details to get their food delivered within 40 minutes.
The checkout flow is designed to be as simple and smooth as possible; this is especially important for conversion in mobile-first design. All major French bank cards are accepted, and payment can be made in a single click. HiPay Sentinel, the advanced anti-fraud model, is in place to automatically flag or block suspicious transactions with no need for bulk manual review.
Driving a new stream of revenue
Since its launch, the app has been downloaded over 600,000 times. Customers are clearly appreciating the convenience of the app as this digital channel has grown to provide franprix with a significant additional revenue stream. It proves the success of mobile-first design driven by real consumer need.
Designed with simplicity in mind
Managing the app is simple because everything is in one place. Payments, order details and chargebacks can all be visualized in the dashboard, along with performance reports and traffic data. The back end of the HiPay system is simple and intuitive, so it’s quick for new staff to understand it.
A tool for boosting loyalty
Franprix has also integrated its loyalty program with the app. Thanks to a token-based system that links order data to customer IDs, the CRM tool gathers data about customer behaviour and purchase patterns in order to offer the most suitable promotions. This acts as an incentive for customers to continue using the app: they know that every time they return, new offers will be waiting for them.
A prize-winning solution
SInce its launch, the application won a lot of awards in the m-commerce category.
Based on the success of the app so far, the franprix team is exploring ways it could be expanded. It is already being used successfully in the Lyon area.
“The choice of our PSP was very crucial. The new PSP needed to answer to all of our criterias, like a quick integration or the SDK. We have identified HiPay like the innovative partner that could follow us on our future projects.”
said Laëtitia Kedzierski