Mothercare has removed many of the barriers to mobile check-out with a new API-based app – is already starting to reap the rewards.
While still fully native, the app’s checkout previously relied on other web channels, reducing purchase speed and the potential to provide customers with the best possible app experience. Moving the majority of the app to being driven through APIs has re-defined app purchasing by creating a journey that is faster, easier, more fluid and personal to app customer behaviour.
More importantly, the move reduces the reliance on the website platform and creates a mobile sales channel that is independent and resilient to any changes and issues in other channels.
Since the latest update, orders placed via the iPhone app have increased by 25% and revenue has increased by 42%. Astoundingly, Android orders are 73% higher and revenue has increased by 113%. The time taken to complete purchase is also 20% faster.
The move to an API checkout is only the beginning for Mothercare as they plan to continue to enhance customer experience using mobile.
“The app is all about creating the best experiences for our most loyal customers and creating an easy checkout journey is a key part of this,” says Says Gary Kibble, Global Brand and Marketing Director at Mothercare.“It is not enough to simply mimic the mobile site, an app needs to stand alone and our new checkout combined with our app features such as Baby Tunes is a great way to become part of our customers’ lives and daily routines.”
Creating mobile experiences that delight customers has been fundamental to Mothercare’s app success. The latest release, developed with digital solutions partner NN4M, improves an already award-winning customer experience by creating a faster, more streamlined, personalised checkout journey.
