High-end British fashion house LK Bennett has expanded it’s online and high street retail channels with a mobile commerce app that is the first for a UK retailer that makes use of PayPal’s Mobile Express Checkout on an app.
The mobile app, built by Portaltech on its QuickLive m-commerce platform, will showcase LKBennett’s current collection of shoes, womenswear and accessories, using an intuitive and easy to use navigation structure. Quick category grid browsing and large zoom-able product images, enable customers to search and flick through products easily and quickly. Favourite products can be shared with friends and family via e-mail or Facebook, or can be saved into a Wishlist for later purchasing. A PDF ‘Look Book’ let’s customers see outfits from the company’s latest campaign.
Erin Bishop, E-commerce Manager at LK Bennett says: “We could see that a significant number of our customers were already browsing and purchasing via their mobile browsers and in particular via their iPhones. We hope that this app will enable LK Bennett to provide additional 24/7 browsing and a shopping channel for customers at a time that is convenient to their lifestyle. We are really excited about the opportunity this provides for us to engage with our customers through another channel. ”
“The app also gave us the opportunity to use PayPal’s Mobile Express checkout, which enables the customer to pay much more easily and straightaway,” she adds.
The mobile app will also links to Google Maps to provide customers with a map and directions to the nearest L.K.Bennett store. Customers can also search by location or postcode and find stores opening hours, or call stores direct from the app.
“It was also quite important for us, as a smaller retailer on the high street – we don’t have that many stores – for our customers to be able to find us where ever they might be,” says Bishop. “
The company opted for an app over optimizing its already successful website because it was getting the majority of it mobile traffic through the safari browser and because having an app allowed LK Bennett and Portaltech to streamline the navigation process, produce a cleaner design and make full and good use of the gesture control features of iPhone.
Rachel Wilkinson, Head of Brand & Retail at Portaltech says: “We recently conducted some research that told us that customer’s key priorities when shopping via mobile are ‘convenience’ and ‘security’. The app has been developed with this in mind. It’s so easy to use and the images are large enough that you can see the products clearly. Most importantly, we developed a quick and secure checkout that allows customers to purchase via their phone and the option to purchase via PayPal’s mobile express checkout, means that customers don’t even need to get their cards out.”