Share your life with loved ones, don't waste it in stores
Lebazar, the leader in grocery delivery in Uzbekistan, came to us for targeted advertising. More than a million dollars were invested in the product two years before us. We have rebranded the app, website and internal systems. Customer returns increased by 17%. Those who once lived in Tashkent and went to Berlin, Dubai or Moscow started ordering groceries for their relatives back home — the service received orders from 16 new countries. Collaborations have taken place with Coca-Cola, Bonduelle and Nestle.
Marketing: found an audience no one thought about
We launched campaigns on Google and Meta, set up analytics, and quickly realized that the problem was deeper than an advertising account. What was found in the data was not obvious: the most valuable audience did not live in Uzbekistan. People who left Tashkent for Berlin, Dubai or Moscow regularly ordered groceries for relatives in their homeland. It cost $10 to attract such a customer against $2.5 for a local one, but the average check and the frequency of orders made it incomparably more profitable. One targeting shift brought orders from 16 new countries.
They shot a video that was sent to each other
Three videos were shot for YouTube for different audiences. One was breaking the local stereotype that shipping is expensive and not for everyone. The actress said the Uzbek phrase “bor ishini qil” — “none of your business” — with the wrong accent. We shot twenty takes and left this version: it turned out to be the most alive. The locals laughed and sent it to each other.
We rethought how to deal with complaints
Formal apologies have been removed — they are only annoying. Any error is compensated financially using a clear algorithm with a fixed period. They wrote instructions for couriers and managers and linked their implementation to salaries. Customer returns increased by 17% in two months.
A name that doesn't stop you from growing
Lebazar was associated with the market and food — this is the ceiling for a marketplace. The new name Leba is short, without unnecessary associations; it leans well in Russian. Some users had a negative experience with the service — the new name gave them a chance to bring them back without the burden of the past.
A logo with three meanings
A boomerang is the speed of delivery and the idea of return, green as a symbol of growth. Banana is a reference to products as the main direction at the start, yellow as energy. The crescent moon is a sign from the flag of Uzbekistan, the feeling that the brand is your own. The sign is read without text and is remembered at first sight.
The positioning was built around one idea: the service gives people time, and not just brings products.
Barrier-free application
The catalog is available without registration, the promotional code for the first order is automatically applied; they ask you to log in only at the time of registration — when a person has already decided to buy. The product card offers similar items and things that are often taken together, which naturally increases the average check.
Favorite lists allow you to save a set of products and order them with one click. Once you put together a “list for mom” — then just press the button on the desired date of the month.
Internal application for employees
In addition to the client product, we have developed an internal application for pickers, cashiers and couriers — it covers the entire flow from order to door. The app for pickers shows products grouped into store categories — this shortens the way around the hall. Swipe to the left — the product is found, swipe to the right — you need to replace it. The picker processes up to three orders at a time, each marked in its own color. Before checkout, he contacts the customer and negotiates replacements live. After payment, the order goes to the courier. At each stage, time is recorded to see and manage bottlenecks.
