Azbuka Vkusa is one of Russia's leading supermarkets, based in Moscow and Saint Petersburg. AV is know for their commitment to high quality products from all around the world, and their outstanding service in stores.
However, AV knew their online experience was not on par with their brand promise and partnered with IceMobile to help them rethink their digital strategy, bring daily relevance to their loyalty program and renew their e-commerce app from the ground up.
Your daily shopping, like nowhere else was the result of a close collaboration between IceMobile and Azbuka Vkusa, during which we were given the room to dive deep into their customers motivations, rethink AV's digital positioning and co-create an online user experience that felt both refreshing and truth to AV's promise.
The resulting new app (launched early 2021) not only showcases AV's commitment to high quality products, but it surprises users with an effortless online ordering journey and a legion of loyalty benefits that let you taste AV service standards from the comfort of your home, office or dacha.