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H&M launches iPhone app, but still no online or mobile transactional facilities

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Fashion retailer H&M has made its first foray into mobile with the launch of an iPhone app, but like its online presence, H&M is still holding back from making either its online or mobile offerings transactional.

The free iPhone app has a 3D fashion gallery-like interface that lets users swipe through campaigns and access other areas of the app. It also features fashion news and video, information on special offers, and a My Wishlist function that lets users save and share their favourite garments with friends via Facebook or email. The obligatory store locator, including location-based search is also present.

The retailer worked with creative mobile agency Mobiento and digital UI studio Ustwo to create the app. John Sinclair, co-founder of Ustwo, said: “We look forward to implementing new features to keep the app relevant and highly useful for all.”

But will this include transactional functionality? According to research by AIME, IAB and IMRG, 40% of UK retailers are aiming to launch transactional mobile sites or apps over the next year, but H&M has so far shied away from even adding transactional e-commerce to its UK website. Many industry watchers believe that this is because the company is looking to launch a state-of-the-art, multichannel e and m-commerce service once all the lessons of online and mobile retail have been learned.

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