What if you could create a shopping experience perfectly tailored to your customers? The answer lies in making it faster and more personalised, precisely what Tap to go delivers. It's a brand new shopping concept that allows shoppers to pay by tapping their phone or card against a digital price tag. There's no need for a checkout or debit card. With this next-level innovation, AH to go Zaandam is not only making its mark in the Netherlands but also outpaced retail giants like Amazon.
The target audience for AH to go is often in a hurry. Quickly grabbing a croissant from the shelf before jumping on the train or rushing to their next meeting. For such an on-the-go target audience, every second of time saved can make the difference between being just on time or being late. Tap to go seamlessly caters to this need.
With Tap to go, shopping is as easy as tap, grab, and go. Customers pay by tapping their phone or Tap to go card with NFC function against the digital price tag on the shelf. Then they take their product(s) and continue on their journey. Checkout? Not necessary. Customers are back outside in no time. The amount of their purchase is automatically debited. In the Tap to go app, customers can see their tapped products and previous purchases.
People love to free stuff. And the Dutch even more so. In the Tap to go app, customers can automatically save up for a free coffee, sandwiches, and other goodies. With every tap, they receive a digital stamp. Full savings card? Then the discount is automatically deducted. Fun for the customer and good for loyalty. Because people like to come back for a good deal, especially if they can tap it effortlessly.
Tap to go caters to the need for speed and convenience that our on-the-go customers have.
We tackled all the Tap to go touchpoints. Starting with the Tap to go card. Furthermore: the folder in which the card is handed out, the banners on the shelf, and an in-store display. Last but not least, the entire flashy 3D animation that you see above. This animation explains Tap to go on screens in-store.
This checkout-free shopping concept also creates a lot of new possibilities for store layout and service. With fewer checkout counters taking up floor space, there's more room for shelves and thus a larger product offering. Extra space to move leads to more comfort for customers. And because employees don't have to operate a checkout, they have more time and attention for personal service.
Thanks to Tap, AH to go can make shopping increasingly personal and relevant, for example with personalised deals. If a customer is near an AH to go, they'll receive a notification with an offer based on previous purchases and time of day. A muesli bar at the end of the afternoon, for example. This way, customers always have a suitable offer at the right time. And the more they tap products, the better the deals become.
We took care of the entire user experience for this retail revolution: from UX design and art direction to research and UX writing. Throughout the process, we could count on our partner agencies Resoluut, Milkshake, and Mister Koreander. AH to go is the driving force behind this commercial and technical innovation. In addition to us, they worked with various partners to develop Tap to go: m2mobi, McKinsey, CM, Opticon, and Boxplosive. All in all, a pretty great dream team.
After we and Albert Heijn won gold at the Dutch Interactive Awards, our design work for Tap to go was also awarded a prestigious Red Dot Design Award and a Lovie Award. At the Dutch Interactive Awards, we were successful in the categories 'Service' and 'Tools'. The international Red Dot Design Award jury awarded gold in the category 'Interface & User Experience Design - Mobile User Interfaces'. At The Lovie Awards, we won the gold trophy in the category 'Best User Experience' and also received the 'People’s Lovie'.
Download the app in the App Store or Google Play and try it out yourself.
