Selfridges launches shoppable app

By

Cajsa Lykke Carlson

Published
May 26, 2016

It seems strange that Selfridges, the British department store retailer known for its cutting-edge fashion projects, has never had a shoppable app. Now, it has righted that wrong as it launches its inaugural shopping app.

The app's features include personalised style inspiration, instant notifications about events in the user's closest store, and the ability to easily shop from Selfridges' brands. Selfridges has teamed up with "the world's happiest brand," Smiley, to launch a campaign for the app, which will feature an exclusive new Smiley design direction called Nu icons.

Nu icons is only available to upper tier licensees, and feature a selection of Smileys from the unique SmileyWorld dictionary of over 3,000 emoticons. The "Get Happy" campaign will be used on social media, flyers and Selfridges signage across all stores in London, Birmingham and Manchester.

The app is now available to download from Apple iTunes.