The app is part of the development of the omnichannel business which is, in turn, part of a 300 million pound, or $441.5 million, investment in the Oxford Street store. The retailer redesigned and relaunched its web site a year and a half ago.
Key features include a personalized “Your Favorites” section, where customers can select brands and designers to personalize their home page experience. All users will receive news, alerts and special promotions.
Customers can also sync their accounts from desktop to mobile phone or tablet via the app and can update shopping carts or wish lists. The app features settings that accommodate local currency and can track the order step-by-step.
These initiatives are a part of the retailer’s plans to accommodate online shoppers, which account for 60 percent of traffic to the website.
The app offers the store’s full product range which includes men’s and women’s clothing, accessories, beauty, and home.
The app is available to download from the App store in more than 100 countries.