Mobile E-Shop & Loyalty Programme For ROSSMANN
The ROSSMANN CLUB, from loyalty app to an AI-powered retail ecosystem for 1.2M users
Project Overview
In 2019–2021, we launched the ROSSMANN CLUB app, fully digitalising loyalty services, and expanded it with a native mobile e-shop and the ROSSMANN.CZ web application.
In 2024–2026, we introduced Rossi, an AI virtual shopping advisor, and built a personalisation and CRM automation layer covering behavioural tracking, churn prevention, recommendation-driven newsletters, and AI-generated email subject lines.
Highlights of the Collaboration
- Unified digital ecosystem: Loyalty programme and mobile e-shop in a single native app
- Personalisation: Real-time behavioural tracking, churn prevention, recommendation engines for in-app offers and emailing.
- Rossi AI: A RAG-based shopping advisor bridged across digital and in-store kiosks
- Operational efficiency: Robust E-commerce backend and a custom PickApp for online order assembly and in-store pickups
Challenges and Objectives
Approach
Implementation of Etnetera E-commerce Frameworks
Thanks to the Etnetera E-commerce Frameworks for backend and mobile frontend (mEEF), we managed to handle a high volume of users while maintaining high performance and development speed:
- Running in a cloud environment
- Scaling resources according to application and business process needs
- Utilising a microservices architecture
- API-first approach for all components
- Zero-downtime release process
Personalisation & CRM Automation
We track browsing activity across the app and website to the CRM and build personalised scenarios, e.g.:
- When a viewed product goes on sale, a personalised email or push notification goes out automatically.
- When purchase frequency starts to decline, the system sends a personalised re-engagement offer tailored to the customer's purchase history and browsing behaviour.
Every email newsletter includes a dynamic content block personalised to each recipient, and we are actively testing AI-generated subject lines produced from real-time promotion data, sent only to contacts for whom the campaign is relevant.
AI Virtual Shopping Assistant: Rossi
In 2024, Rossi was introduced into the ROSSMANN CLUB app and in-store kiosks as a virtual shopping advisor, helping customers find the right products. Built on a RAG (Retrieval-Augmented Generation) architecture over the full product catalogue, it uses a set of dedicated tools to retrieve contextual information beyond the catalogue itself.
Rossi's capabilities include:
- Product information: pricing, usage instructions, and product comparisons
- Personalised product recommendations: based on purchase history, location, family profile, and demographics
- Store locator: finding nearby stores, including opening hours and contact details
- Stock availability: checking whether a product is available on the e-shop or at a specific branch
- ROSSMANN CLUB rules & app FAQ: answering questions about the loyalty programme and how to use the app
When Rossi doesn't have enough information to advise correctly, it asks the customer for clarification before responding. It is also scoped strictly to Rossmann, so it will not answer questions outside that context or recommend competitor products.
The development of Rossi was carried out in collaboration with Etnetera Activate.
Operational Efficiency: Rossmann PickApp
A purpose-built internal tool for preparing and handing over online orders in-store. PickApp handles shipping, in-store pickup scheduling, label printing, and real-time inventory, all via barcode scanning and PIN-based branch login.
Results
What started as a loyalty app in 2019 has grown into a personalised retail ecosystem used by over 1.2 million customers. Today, every touchpoint from email to in-store kiosk is connected, data-driven, and continuously improving.
Customers have received the new version of Rossi very well, and it started delivering meaningful business results for Rossmann immediately. Within the first two weeks, data showed an 80% increase in queries, with approximately 50% of those queries leading to a purchase on the same day, whether in-store or online.
Current App Features
- Native mobile e-shop with online ordering and in-store pickup
- Rossi, the AI virtual shopping assistant available in-app and on in-store kiosks
- Discount coupons and personalised price-drop alerts based on browsing activity
- Automated re-engagement offers for inactive customers
- Store locator with opening hours and contact details
- Real-time stock availability across e-shop and physical branches
Let’s make something great
Let's talk about what it takes
