Anne Summers turns on to Progressive Web Apps as it sees 72% of its traffic come from mobile

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Anne Summers turns on to Progressive Web Apps as it sees 72% of its traffic come from mobile

01 October  2018 by Paul Skeldon

 

British multinational retailer Ann Summers is the latest retailer to opt for a Progressive Web Apps (PWA) app to cater to its growing mobile customer base – which represents nearly 72% of its online traffic.

 

The purveyor of specializing adult toys and lingerie has more than 110 high street stores, distributes to its network of Party Ambassadors, operates a UK based web channel that serves both UK and International customers, and has wholesale partnerships with ASOS, House of Fraser and Shop Direct.

 

It joins brands such as Debenhams and Hobbycraft in upgrading their mobile sites to a PWA to deliver fast, friction-free shopping experiences on the web and drive more revenue via mobile channels.

 

PWAs combine speed and other high-converting features of a native app with the wide reach of the web, enabling retailers to drive engagement and revenue from mobile traffic. PayPal UK and Google recently reported that mobile shopping in the UK will triple in the next four years, with a third, or approximately £43 billion, of UK ecommerce purchases expected to be made on a smartphone by 2020. This trend is driving retailers to improve performance and mobile shopping experiences on their websites.

 

According to Parmjit Chohan, Digital Product Manager at Ann Summers, the company had previously been making small, incremental changes to their mobile site over several years with only small gains in mobile web conversion rates. After determining that a traditional app would require too much effort and resources to assure shopper downloads and updates, the team determined a Mobify PWA would provide the best possible customer experience and meet business goals.

 

Ann Summers selected Mobify as the industry-leading digital experience platform for retail PWAs, working with Mobify partner 64labs to implement the new site.

 

“Apps deliver a great user experience but don’t have the reach or ease of delivery and updates we need to provide the best possible customer experience while shopping online,” says Chohan. “Mobify allowed us to quickly go live with a solution that exceeded our A/B test goals and, from day one, delivered speed, engagement, conversion, and revenue improvements.”

 

Original source: InternetRetailing

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