Fragrance Direct launches native app

UK beauty retailer Fragrance Direct has launched a shopping app for mobile consumers, becoming one of the few names in the beauty sector to foray into the app space.

Photo: Poq

While apps have become an integral part of fashion retailers in the UK, beauty companies have been slower to embrace the mobile technology.

Fragrance Direct teamed up with Poq, a software company that has previously worked with Missguided and Quiz, to create the app in response to the growing number of customers using mobile devices to browse and purchase.

"We've seen a huge shift towards mobile consumer behaviour, not just in sessions but also in revenue as well. We felt that producing an app would make sure we could give our mobile users a more optimised experience, that was quicker and more streamlined than our current mobile site,” commented Rick Jowle, founder and CEO at Fragrance Direct.

The e-tailer sells over 14,000 products for 600 big-name brands, across fragrance, make-up, skincare and bath products.

Øyvind Henriksen, CEO and co-founder of Poq, added: "Widely adopted by fashion retailers, native shopping apps are less common in beauty, and Fragrance Direct will be considered a pioneer by being one of the first-movers, which makes perfect sense as they were early adopters of the internet in the nineties too.

"We are confident that they will see immediate and significant improvements on their mobile metrics by launching an app and we're excited to watch the story unfold." 

The Fragrance Direct app is available on the App store.

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