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‘Tinder-style’ app for Missguided (IRM57)

Fashion retailer Missguided is launching a shopping app that, while fully transactional, also offers what it says will be “a Tinder-style Swipe to Hype” feature, that lets the shopper swipe to show their taste.

Built on the Poq app commerce platform, the launch of the app on Tuesday 8 March follows reports that Missguided will expand its physical retail business with a move from concessions to own-brand stores.

Nitin Passi, the Founder and CEO of Missguided, explains:

“Our customer has been asking for a shopping app for a while and we wanted to ensure we delivered something that offered more than our mobile site. The app is being treated as its own channel that we are growing as part of our multichannel strategy.”

Oyvind Henriksen, CEO and Co-Founder of Poq adds: “The next generation of customers uses apps for everything. Great apps are often either very engaging – like Instagram and Pinterest – or they are super convenient – like Uber and Citymapper. Missguided has built a retail app on our platform that combines both of these attributes: it is extremely convenient and deeply engaging. This is the perfect example of what a cutting-edge retail app can offer: Customers are always logged in to an addictive and personalised shopping experience, and can check out using just their fingerprint.”

The move reflects how youth-orientated brands are having to rapidly innovate around apps and m-commerce to differentiate themselves from the pack. Millennials already are the most responsive to mobile ads and mobile experience, but demand that it be immersive, creative and cool – or they walk. Expect to see more fashion brands and brands aimed at youth markets launching apps that are not only transactional but also offer some sort of extra engaging functionality.

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