Selfridges introduces its first fully shoppable app

Following a redesign and relaunch of its transactional website, Selfridges has launched its first fully shoppable smart app globally.

The move marks the second phase of investment into the department store group’s omnichannel business, which is part of a wider £300m investment into Selfridges’ flagship Oxford Street store over five years and due to complete by 2020.

The app was developed to address the growth in the number of customers preferring to access Selfridges.com from their smartphones and tablets – now accounting for more than 60% of the traffic to Selfridges.com.

Selfridges says it is the first luxury department store in the UK to launch a fully shoppable app, offering its extensive product collection. from high-street labels to luxury designer brands and exclusive product editions.

The group also claims to be the first fashion retailer to launch a transactional app from which customers can shop products featured on its Instagram feed via the app’s integrated ‘Shop-By-Instagram’ function.

Features include a ‘Your Favourites’ function, where customers can select favourite and most shopped brands and categories to personalise their homepage.

Through an individualised homepage, the Selfridges app users will receive relevant insider alerts on new collection arrivals, product drops and preferred brands together, with the latest style trends and gift inspiration, as well as specially created editorial content and imagery.

It also has a ‘Store Guide’ function, which lists each Selfridge store’s services, restaurants and events. In addition, Selfridges’ app users will be first on the guest list for exclusive events at their nearest Selfridges store.

Location settings allow international customers to shop in their local currency, with appropriate shipping costs and VAT calculated at checkout before shipping globally to over 130 countries.

UK-based customers can choose their favourite delivery option or Click & Collect the next day, while tracking their order to their front door or their preferred Selfridges’ store collection point.

The Selfridges app is available to download from App Stores in over 100 countries and via Selfridges.com/app.

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