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bonprix hails success of mobile as app downloads soar

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bonprix said mobile devices had driven growth over the last financial year as app downloads soared.

The German fashion retailer saw overall sales rise 3.4% to hit €1.57 billion.

The mobile channel was a particularly strong area. In bonprix’s largest market, Germany, the share of traffic through mobile devices was just under 75% and the channel was responsible for around 60% of sales.

Many of these customers shopped through the company’s mobile app, which is active in 12 countries with more than 6.5 million installs.

However, the German market had seen a slight decline in revenue which it said was driven by a deliberate decision to ease off on marketing and sales promotions while it introduced SAP to its IT systems.

“We are delighted about the solid growth and stable returns in the last financial year. The positive trends in many of our high-revenue markets show that we are in a good position with our international business model, even in sometimes challenging underlying conditions,” said Richard Gottwald, chairman of the company’s executive board.

“We are firmly focused on managing and extending our complex international business model and will continue to follow our chosen path.

“What matters to our customers in their everyday lives and what role does and can bonprix play – now and in the future? With this premise in mind, we will also continue to invest in cutting-edge technologies and approaches.”

bonprix said it planned to open its web store in Spain in the second half of the year.

Speaking to InternetRetailing in March, Markus Fuchshofen discussed the retailer’s “fashion connect” concept in Hamburg and how it was allowing to connect different customer data points to “make sure the customer feels you know them well, then you can serve them properly.”

He said the company wanted to use its expertise in the online world to create a unique in-store experience for customers.

In a statement accompanying the financial results, bonprix said it planned to increase use of digital marketing, personalised product suggestions and automatic check-in and expand available payment options.

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