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Product Retail Solutions

ICI Retail+: A Customer Super App Built for Retail Brands

icitech designs and develops ICI Retail+ for retail brands: a single mobile experience that brings together shopping, loyalty programme, campaigns, mobile payment, and customer service — tailored to the organisation's brand identity, CRM infrastructure, and digital commerce model.

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ICI Retail+: A Customer Super App Built for Retail Brands

02 The problem

A branded digital customer channel, not an off-the-shelf package

ICI Retail+ is not a standard white-label application taken from a catalogue. Because the customer journey differs across grocery, fashion, cosmetics, electronics, fuel retail, DIY, and restaurant chains, the application is scoped from the ground up around the organisation's CRM, ERP, e-commerce, POS, loyalty programme, and payment infrastructure. Modules, screens, AI experience, and integrations are shaped by the brand's strategy. The result is not a channel bolted on to the estate — it is a product the organisation owns and places at the centre of its digital customer experience.

A branded digital customer channel, not an off-the-shelf package
A branded digital customer channel, not an off-the-shelf package

03 Capabilities

Personalised home screen and dynamic content

The application does not have to present the same screen to every user on launch. Using CRM segments, purchase history, preferred categories, membership tier, and campaign eligibility, personalised product and offer areas can be composed per user. Modules such as "picked for you", "buy again", or "rewards available at your tier" can operate dynamically against each user profile. Personalisation rules are designed alongside the brand's CRM and consent management policies.

Click and collect and order tracking

  • Product catalogue and store stock enquiry

    Customers can browse the product catalogue by category, price, brand, specification, or availability. Integration with ERP, WMS, or store stock infrastructure allows a user to see in real time which store holds a specific item. Digital discovery is connected directly to the physical store visit, so customers no longer need to call around or visit multiple stores to locate stock.

  • Loyalty programme, coupons, and QR membership card

    ICI Retail+ can be integrated with the organisation's existing loyalty programme infrastructure or with ICI Loyalty360. Users manage their points balance, coupons, membership tier, and available rewards from a single screen. A QR membership card can be connected to in-store POS processes to enable fast customer recognition at the till; coupon redemption and points earned can be updated in real time following each transaction.

  • Mobile payment and digital wallet

    Where appropriate to the organisation's model, mobile payment, stored card, digital wallet, or payment link integrations can be implemented. The payment infrastructure is designed to work with the organisation's existing banking and payment service providers. Loyalty points, coupons, and payment can be used within the same checkout flow, so customers complete a transaction without switching between separate applications or channels.

  • Click and collect and order tracking

    Customers can select a product in the mobile application and place an order for collection from a chosen store. Push notifications can be sent as the order is prepared; collection is completed in store via QR code or order reference. E-commerce and store operations are brought together within the same order lifecycle.

  • AI Shopping Assistant

    An organisation-specific LLM-based shopping assistant can be integrated within ICI Retail+. Natural-language requests such as "suggest running shoes under £150", "find trousers to go with the shirt I bought last month", or "show me gluten-free breakfast products" can be processed directly. The AI is designed to respond only from the organisation's product catalogue, stock data, campaigns, and the user's authorised profile data. Product comparison, basket building, and store direction can all be connected within the same conversational experience.

  • Campaigns, gamification, and customer engagement

    Real-time campaigns, CRM segmentation, gamification, AI recommendations, and mobile payment capabilities can each be scoped within ICI Retail+ to match the brand's requirements. Engagement mechanics such as tasks, quizzes, prize wheels, badges, or tier progression can be activated in line with the campaign strategy. The objective is not simply to drive app downloads, but to create meaningful usage patterns that bring customers back on a regular basis.

04 How it works

CRM, ERP, WMS, POS, and BI integration

ICI Retail+ does not introduce a separate data island into the organisation's estate; it operates as the mobile experience layer over the existing infrastructure. CRM supplies customer and segment data; ERP and WMS supply product and stock data; POS supplies transaction activity; e-commerce supplies order status; and BI provides the analytics layer. API and event-based integrations are designed to fit the organisation's existing architecture.

Click and collect and order tracking
CRM, ERP, WMS, POS, and BI integration

  1. Store finder and physical-digital experience

    Users can view nearby stores on a map, with opening hours, available services, store type, and where applicable, product availability. A preferred store selection can be used to personalise campaigns and stock information by location. A shopping journey started in store can continue in the mobile application; scenarios such as QR scan to product detail, digital receipts, warranty information, or repeat purchase can be added to suit the organisation's operating model.

  2. Customer service and digital self-service

    Common tasks relating to orders, returns, coupons, loyalty programme, or membership can be converted into self-service flows within the application. Where needed, connections to live support, a contact centre, or a chatbot can be established. This positions the application not merely as a shopping channel but as the customer's primary daily digital point of contact with the brand.

05 Same group

Other products

06 FAQ

Frequently Asked Questions

01Is ICI Retail+ suited only to large national retail chains?

The solution can be configured to scale for both national chains and regional brands. It is shaped around the organisation's brand identity and operational processes regardless of the organisation's size.

02Can the application integrate with our existing POS infrastructure?

ICI Retail+ can be developed to integrate with widely used POS platforms. The integration scope is established during the technical analysis phase at the start of the project.

03How is our existing loyalty programme reflected in the application?

Mechanics such as points earning, redemption, and QR-based membership verification are built directly into the application. The rules and reward structure are tailored to the organisation's existing loyalty programme model.

04How is the in-store experience connected to the digital channel?

Features such as in-store QR scanning, stock enquiry, and click-and-collect bring physical and digital interaction into a single flow. Customers receive a consistent experience regardless of which channel they begin with.

05What kinds of queries can the AI-powered shopping assistant handle?

It provides real-time support for product comparison, personalised recommendations, and campaign queries. Responses are grounded in the organisation's product catalogue and content data.

06What security standards govern in-app payment?

The digital wallet and payment modules are designed with the applicable payment security standards in mind. The payment infrastructure to be used and any certification requirements are assessed separately as part of the project scope.

07How are gamification features configured?

Mechanics such as badge earning, task completion, and prize draws are designed around the organisation's target audience and campaign strategy. Content and rules can be updated via a management panel operated by the organisation's own team.

08How long does the development programme typically take?

Timescales vary according to scope and integration complexity, but a typical project runs from several months to approximately one year. The process begins with a discovery and analysis phase and progresses through staged deliveries.

09How are content updates managed once the application is live?

Campaign imagery, featured products, and notifications can be edited through management screens operated by the organisation's own team. This removes the need to raise a technical support request for every content change.

10Can content be presented at branch level for retailers with a large store estate?

Yes, differentiated content and stock information can be served based on the user's location or preferred store. This supports both regional campaigns and store-specific promotions.