An expert view of how mobile is unlocking value across Europe
A packed house of brands, partners and practitioners gathered to explore how mobile technology is reshaping the retail landscape.
The event was co-hosted by Droids on Roids and Apadmi, a leading European digital product consultancy that we joined earlier this year. It brought together industry experts from Poland and the UK to discuss mobile technology, customer loyalty, data-driven growth, and the future of retail.
How mobile is powering the future of retail
The evening began with a discussion between Wojciech Szwajkiewicz (CEO of Droids On Roids) and Garry Partington (CEO of Apadmi). Jake Sargent, Group Marketing Director at Apadmi, moderated the session.
Wojciech discussed how the importance of mobile in business strategy has grown, evolving from a “nice-to-have” to a critical component.
We’re entering a phase where the traditional boundaries between physical and digital retail have collapsed. It’s mobile – not the web or desktop – that’s acting as the glue.
CEO of Droids On Roids
E-commerce in Poland has gained remarkable momentum, increasing from around 83 billion PLN in 2020 to an estimated 192 billion PLN by 2028. Excitingly, this growth hasn’t come at the expense of traditional retail. Instead, mobile commerce and loyalty platforms have grown in parallel, creating a balanced ecosystem in which brands can engage with customers at every touchpoint.
Wojciech pointed to CCC, one of Poland’s leading retailers, as a prime example of this. With over 15 million downloads, the mobile app developed by Droids On Roids has become the company’s main digital sales platform.
Garry added that, in the UK, mobile is now at the heart of everything from loyalty and sales to staff training and self-service.
Mobile has become such an important channel and whether it’s helping clients improve loyalty, supporting self-service, or driving more revenue, the potential is what’s really exciting.
CEO at Apadmi
“Mobile has become such an important channel and whether it’s helping clients improve loyalty, supporting self-service, or driving more revenue, the potential is what’s really exciting.”
One thing is for sure – mobile has come a long way, but the best is yet to come.
How Carlsberg Poland is using mobile to drive real results
Next, Krzysztof Adamczyk (Country Manager for Key Account Development at Carlsberg Poland) and Joanna Śpiak-Jadłosz (Customer Success Team Lead at Droids On Roids) took the stage. They shared the story of Hoppy, a mobile app developed by Droids On Roids, which uses gamification to engage Carlsberg’s B2B sales teams and partners.
Krzysztof shared a personal anecdote about his time as a sales representative over 15 years ago, when he would struggle to find stores using printed maps and outdated GPS tools. It was this experience that inspired the idea behind Hoppy.
I still remember being on the road, struggling with a TomTom and a paper map to find the next store. Even back then, I knew there had to be a better way. Years later, that idea turned into Hoppy, and now it’s changing the way we work every day.
Country Manager for Key Account Development at Carlsberg Poland
The Hoppy app now has over 2,000 users, including Carlsberg employees and external sales representatives. Together, they have completed over 100,000 tasks. Interestingly, 65% of its users are over 40. In a field typically dominated by younger users, Hoppy stands out by engaging a broader age group. The app improves task completion, communication, and data collection.
Hoppy also plays a significant role in business results. For example, thanks to activity in stores outside of the core Carlsberg team, the company was able to achieve its ambitious sales goals for 2024, including a 92% NSD on Somersby.
Krzysztof also explained why choosing the right tech partner was key to Hoppy’s success.
Security, scale and innovation were absolutely critical. We needed a partner who understood both our operational needs and our long-term vision. In Droids On Roids, we found an agile, collaborative team focused on delivering real business outcomes.
Country Manager for Key Account Development at Carlsberg Poland
Loyalty that works: The story of Poundland Perks
To conclude the presentations, Emma Collins, the former Head of Digital Loyalty and Engagement at Poundland and Dealz, discussed how the use of mobile technology has transformed customer loyalty programmes.
Emma talked about the success of Poundland Perks, a mobile loyalty app that was first trialled in a few stores in the Isle of Wight (UK) in March 2023. By December 2024, it had already been downloaded by over 2 million people.
She referred to the team’s original vision of loyalty.
“Create a fun and easy-to-use loyalty program that makes shopping at Poundland even more rewarding. Whether shopping in-store or online, our loyalty program will encourage customers to visit us more, buy more from us, and build a stronger connection with our brand.”
That vision quickly became a reality. The app soared to the #1 spot in both the UK Apple Store and Google Play Store within 24 hours, reaching 100,000s of downloads in just the first few days.
Emma highlighted that the product works not only because of the tech, but also because of the internal buy-in from store colleagues.
Perks is so much more than just a loyalty app. It’s transforming the way our customers shop and the way our teams engage. You know you’ve built something special when colleagues believe in it and customers love it.
former Head of Digital Loyalty and Engagement at Poundland & Dealz
Final thoughts
The event closed with lots of conversations, new ideas and genuine enthusiasm for the future. It wasn’t just about showcasing success stories; it was also about sharing knowledge and building relationships to help everyone grow.
The aim of this event was to demonstrate what can be achieved when technology meets clear business objectives. From loyalty programmes and gamification to customer experience and employee engagement, mobile technology is helping companies stay ahead of the curve.
This evening proved that mobile solutions built with the right strategy can have a real impact across entire businesses, not just within apps.
Stay tuned for our next events and if you’d like to talk more about mobile experiences, we’d love to hear from you.
