ANDROID ALERT: The Outnet.com, Net-a-porter’s sister site, has launched an Android app, in addition to its desktop site and iOS app, WWD has learned. The e-tailer has been focusing on mobile enhancement as a part of its shopper communication strategy, and had spotted a significant amount of mobile traffic from Android devices, specifically from markets in the Asia-Pacific.

The app features push notifications that update customers when new items are loaded onto the site as well as sales alerts and bespoke product suggestions. Users will also be offered access to app-only sales. The app is available through the Google Play Store.

“The launch of the Android app sees us cement a 360-(degree), cross-platform approach for our customer,” said Andrés Sosa, executive vice president, sales, marketing and creative, at the Outnet.com. “Being able to now offer Android will allow us to speak to a worldwide audience. As a digital retailer, we are able to track our customers’ behavior and are aware that she is shopping more frequently on mobile than desktop. We have noticed particularly in the APAC region and Middle East that mobile now over-indexes desktop, accounting for over 50 percent of sales in those regions. Adding the Android app to our strategy will cement the Outnet as a global brand with a global identity.”

Last month the retailer, which specializes in off-season, discounted ready-to-wear and accessories, mounted a public LED light installation for London Fashion Week. The installation was housed in Lights of Soho, a private members’ club, not far from Brewer Street Car Park, the London Fashion Week hub.

Earlier this year, the company also partnered up has partnered with a clutch of brands including Matthew Williamson, Adam Lippes, Alexis, Carbon & Hyde, Melissa Odabash and Miguelina, who have all created special ranges.

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