The Auchan hypermarket chain set us a challenge: to create a dedicated section inside their mobile app that would become a go-to destination for pet owners.
The primary goal was to build a loyal community by offering users personalised content, special offers, and a game mechanic that encouraged regular engagement. That’s how the "ZooClub" project was born — an ecosystem for caring pet owners, integrated into the retailer’s existing app.
The section was implemented in WebView format and offered users a unique experience: creating a digital profile card for their pet, including name, species, breed, gender and age. To drive deeper engagement, we developed 25 three-dimensional avatar models in various poses — from lifelike to playful — allowing every owner to choose a look that best captured their pet’s personality.
Engagement mechanics and content
The centrepiece was an account levelling system. Users earned experience for a range of actions:
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Reading themed articles
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Exploring quick animal facts
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Clicking through to promotions and special offers
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Creating and filling out a pet card
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Purchasing pet products
The motivation to progress through levels came from earning express points — Auchan’s in-house currency that provides extra discounts on purchases. In this way, gamification converted directly into financial benefits for the user.
Special attention was given to partner integrations. Within the offers and articles sections, we highlighted pet food and pet supply manufacturers, enabling Auchan to not only strengthen relationships with existing suppliers but also attract new ones. Partners gained an effective channel for communicating with their target audience, while users received access to relevant offers from trusted brands.
Technical support and development
The project was not static: we provided daily operational support for the section, updated promotional information, and regularly added new pet options. This helped sustain audience interest and allowed for timely responses to changes in the client’s product range and marketing strategy.
Results achieved
Key metrics confirmed the effectiveness of the chosen approach. Every second user who visited the section added a pet card — a clear sign of high trust and interest in personalisation. 20% of users continued engaging with the app after reaching the first level, proving the long-term motivation mechanic worked.
The ZooClub project allowed Auchan not only to increase loyalty among pet owners, but also to create a sustainable ecosystem where users receive valuable information, personalised offers and game mechanics, while the retailer gains a direct line to its target audience and additional monetisation opportunities through partner integrations.
