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Development of a powerful PWA solution for personalization and interaction with British American Tobacco customers
About the project
The App Store door was closed, but we confidently entered through the browser window.
British American Tobacco (BAT) is one of the world's largest multinational companies specializing in the manufacture of nicotine-containing products. The company is present in more than 180 countries, has over 45,000 employees, and is consistently ranked among the industry leaders in terms of sales. BAT is actively developing direct digital channels, including mobile platforms for interacting with adult customers. For companies operating in highly regulated environments, it is especially important to have flexible and secure solutions that are independent of App Store and Google Play policies.
The client's problem
BAT wanted to reach its customers directly through a convenient mobile service with push notifications, personalized offers, and e-commerce integration. But the standard route was not available: due to the nature of the product, the company could not publish the app on the App Store or Google Play.
Without access to official app stores, the company was losing what mattered most: a stable and controllable channel for digital interaction with consumers.
Key challenges:
- inability to place the application in the App Store/Google Play;
- lack of direct communication channel with users;
- restrictions on the implementation of push notifications and personalization;
- the need for integration with internal CRM, CLM, and CDP systems.
We had to give BAT an alternative that works without external restrictions, provides a full customer experience, and is suitable for scaling anywhere in the world.
Case information
Developed a PWA application for BAT with full integration into the brand ecosystem.
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The goal was clear: to provide the company with a comprehensive mobile tool with flexible logic, personalized experience, and technical freedom.
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Our approach:
We started with the Discovery phase: together with the BAT team, we researched the target audience, developed interaction scenarios, and created a UX structure.
We determined the architecture: we chose the PWA format without linking to marketplaces, with readiness for scaling.
We developed an interface with personalized UX, push notifications, and convenient navigation.
Integrated e-commerce and customer systems CRM, CLM, CDP for analytics, communication, and personalization.
Ensured technical maturity: created documentation, configured tests and updates, and conducted performance audits.
How we solved the client's problem
Work results:
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We implemented an alternative to the native application that provides users with the same level of convenience, but without platform restrictions. The successful implementation became the basis for many years of cooperation with OJSC and confirmed the trust in our team.
The client received:
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a fully functional PWA application that does not require publication in the App Store or Google Play;
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a modern interface with logic built on real user scenarios;
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synchronization with e-commerce and client systems (CRM, CLM, CDP);
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the ability to deliver personalized offers and push notifications;
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a technical architecture adapted for deployment in other countries.
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Now BAT has its own route to the customer – direct, independent, and barrier-free.
Project details
Key facts about the project
60 months
Project duration
Large
Project size
Project complexity
Support
Project status
Who we have worked with:
Project Manager
UI/UX Designer
Business Analyst
2 Full Stack Developers
QA Engineer
DevOps Engineer
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Phone
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