Omnichannel innovation with Coop

The story

Shop while you cook

With more than 300 locations in the Netherlands, and a web shop that increased revenue from Day 1, Coop was already offering an outstanding omnichannel experience.

But one online success leads to another. So the supermarket chain wanted an app that would bring its offering even closer to customers. All the way into the kitchen.

What we did

App development, project management, video design, branding, product design and web design

Service lines

Digital experience, Digital commerce




2018 (app)


Google Cloud, Intershop, Syndy, Sellvation, Storegear, Culios

The challenge

The right ingredients for innovation

Coop wanted to launch a grocery-shopping app that can do everything you’d expect. Allow you to search the entire assortment, save shopping lists, fill a shopping cart and pay. Super handy, but not much more than a web shop in app form. We wanted more!

The biggest advantage of a smartphone? It’s always with you. In the kitchen too, for example, where you’re constantly using a ton of ingredients. That’s why we came up with a clever little extra, to help you effortlessly maintain your supply levels.

We built a Smart Product Scanner that’s based on Google Cloud’s image recognition software. Not the typical barcode bleeper, but a version that can also recognize vegetables, fruit, product packaging and even items from other supermarkets. Big deal? Hell yeah. Because just before you beat your last egg, you take a picture with the app and a new carton is added to your shopping list. You can literally cook and shop at the same time.

Rogier van den Brink
Creative app developer at Incentro

The process

A distinctive product scanner in three weeks

Coop likes to ride the momentum. And so do we, which works out great. So while we were implementing software to take Coop’s web shop to the next level, we also started developing the Coop app. Pedal to the metal in the fast lane, to get an MVP live in record time.

Meanwhile, we also experimented with the image recognition software. After a successful demo presentation, Coop decided on the spot: We want it! Within three weeks, we took the innovative Product Scanner from concept to complete working service.

Self-generating shopping lists

Forget old-fashioned paper lists and say goodbye to random browsing in the web shop.

An app that gets smarter by the second

The more you use it, the faster you’re done. Because the Coop app learns your preferences.

The result

A new winner in Coop’s omnichannel offering

Within a single year, more than 30,000 Coop customers downloaded the app. Every month, around 1,500 more join the party. Together, app users place more than 1,000 orders a month.

What does Coop have to say?

Incentro isn’t about ‘code and quit’. We work closely together, and Incentro dove deep into our customers’ journey, and offered its own ideas for improvement. We really appreciate that, because we can’t always see everything ourselves. The Product Scanner is an excellent example of this: it already existed in our backlog, but it was Incentro’s idea to build image recognition software (Google Vision API) into it.

Jop van Sommeren, eCommerce Manager at Coop


More than 25% more online purchases: in January 2017, weekly online revenue was around €50,000. One year later, it’s more than €277,000. A massive increase and record-breaking revenue. Today, the app is responsible for 30% of this online revenue.

Awards & nominations

top 3 nomination shopping awards

Download app store

Download play store

Our team

Our challengers