Best Retail Cases Award with in-store application for Fressnapf-Group

With the intelligent assistant “MIA”, we win the Best Retail Cases Award together with Fressnapf-Group, Europe’s number one in pet supplies. The award is presented annually by the Location Based Marketing Association (LBMA e.V.). The in-store application convinced in the category “Retail Technology”. The digital assistant MIA, which significantly simplifies the everyday work of employees in Fressnapf stores, achieved first place in the user voting. As part of the jury voting MIA was awarded with an additional third place.

With its intuitive user interface, the MIA app – My Intelligent Assistant – refutes the prejudice that digital applications for stores are complex and not very user-friendly. Thanks to MIA, the employees in Fressnapf stores now benefit from central knowledge management and an integrated feature for task coordination. The app rethinks the management and organisation of daily tasks and thus simplifies the in-store processes. MIA also improves cooperation amongst employees and the transparency of task management. Fressnapf Group’s managers can add various supporting information to new tasks such as description, status, due date and assignment of a task.

Fressnapf employees actively involved in development

Based on the findings of an international survey, several design thinking workshops and technical evaluations with Fressnapf stakeholders, we conducted three “design sprints” and created a clickable prototype. This was validated and optimised through various user tests. Based on the Scrum Framework and agile team structures. The solution architecture was defined and the first MVP (Minimum Viable Product) was developed in six months. The go-to-market strategy and step-by-step introduction to the Fressnapf stores enabled users to test MIA under real conditions. Through user research and continuous testing, the employees were actively involved in the development of the app in every phase.

Saving time through paperless work

With MIA as a digital application, the Fressnapf Group is looking at a sustainable future. In contrast to the previous paper-based administration where employees had to sign numerous tasks, MIA now organises all tasks from various sources. With the digital assistant, processes are streamlined, and relevant information is made available to employees in a central location in real time. Thereby clarifying which tasks are due at what point in time in the (daily) business. If someone in the team falls ill, the task can be passed on to colleagues. The planning can thus be adjusted quickly and easily. In addition, it allows for transparency in the distribution of work, and for which period of time the tasks are scheduled. Hence ensuring a fair and consistent workload for all employees.

The award for the in-store app as best retail technology was presented during the RetailTour Conference on September 2 in Zurich. More than 2,500 users and a media jury voted for over 38 entries. Innovation, relevance, and usability for retailers or customers were evaluated in a points system.

About Fressnapf Group: The Fressnapf Group is the European market leader for pet supplies. The first “Freßnapf” specialist store opened in 1990 in Erkelenz (NRW). The company headquarter is located in Krefeld. Today, more than 1,600 Fressnapf and Maxi Zoo stores in eleven countries and almost 13,000 employees from over 50 nations belong to the group. The company group achieves annual sales of more than two billion euros. In addition, the Fressnapf Group is a sponsor of various non-profit animal welfare projects and is constantly expanding its social commitment under the “Tierisch engagiert” initiative. The range currently includes 16 brands in all price categories exclusively available at Fressnapf l Maxi Zoo.



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