Bringing digital to retail through an omnichannel SaaS platform

Client location Berlin, Germany

Business area Marketing

Product Software

Delivery center Chisinau, Moldova

Project type Development

About the client

NewStore is a mobile Omnichannel-as-a-Service platform that delivers an end-to-end shopping experience for consumers. Available for both Android and iOS devices, NewStore connects shoppers to physical retailers and vice versa. The app lets users reserve an item to be picked up in store or have it delivered while also enabling purchases using Apple or Android payment services.

For retailers, the app tracks customer information such as previous purchases and even uses geo-location to alert stores when customers are approaching and provide information on purchase history. It allows retailers to better engage with shoppers through customized upselling. These features are only part of the platform’s capabilities, which aims to harmonize the offline and online shopping experience as well as to increase conversion rates and customer loyalty.

NewStore was founded by Stephan Schambach, an e-commerce pioneer. He created Intershop Communications in 1995, creating important standards for e-commerce. He then founded Demandware in 2004, the first cloud-based e-commerce service, which was purchased by Salesforce in 2016.

React Native

The challenge

How can a disruptive startup move at full speed from day one towards their main goal of offering retailers an enhanced shopping experience by adding a digital layer to the management of physical stores? NewStore asked Pentalog to recruit an expert set of developers to bolster their in-house team.

By combining agile methodologies with the extra manpower of outsourced IT development, NewStore sped delivery of a fully-featured store management tool and PoS available as SaaS and hosted in Cloud. The solution allows retailers to better engage with their customers via a mobile-first experience. .

The challenge for NewStore was the same for any ambitious startup: speeding time to market. High-level developers are hard to find (especially on short notice) but they are a vital resource when the goal is to release a ground-breaking app.

NewStore was starting from zero with no brand and no product, only an audacious objective of disrupting the retail market.

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SaaS platform

The solution

NewStore had an experienced in-house team but they chose to add power with 3 senior iOS developers in Pentalog’s Chisinau, Moldova delivery center.

The collaboration launched in September of 2015, two days before NewStore launched their company publicly. The team eventually maxed out at 10, including Python and Golang devs to work on the backend, mobile devs to build the iOS native app then the React Native PWA, as well as QA automation specialists to ensure robust testing.

The Pentalog team ramped up or down, providing our client with the flexibility they needed.

The results

NewStore started from nothing and built a strong brand and a solid technical architecture.

The client has been satisfied with the skills of our developers and with how well they were able to integrate with their in-house team.

Regular visits between client and Pentalog offices reinforced collaboration. A shared commitment to agile practices also helped achieve this cohesive integration.

Elena Mutruc
Customer Success Manager

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