As more transactions are carried out on mobile devices and consumers seek easier and better ways of living, shopping and saving, Retail Week explores the apps shoppers will be downloading in 2022.

Sojo

As the second-hand economy grows, consumers are increasingly looking for ways to extend the lifespan of their garments, but few have the technical skills or time to do so.

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Sojo connects users with local tailors to repair or alter garments

Independent sustainability consultant Karen Bendell says that apps need to help make sustainable living easier for consumers, which is where Sojo comes in – it connects the user with a local tailor who can repair or alter their garment.

Going one step further, the app commissions local cyclists to pick up and drop off the items, meaning there is a limited carbon footprint from the journey. 

Founded in 2020 and dubbed the “Deliveroo for clothing alterations”, Sojo taps into consumer trends for convenience, localism and eco-conscious behaviours that have grown during the pandemic.

German fashion giant Zalando has tapped into a service like this in its native country. It has partnered with Save Your Wardrobe for digital aftercare solutions whereby customers can book items in for repair, alteration or cleaning by local, often family-run businesses, using Zalando’s logistics network.

According to Zalando, 58% of consumers say clothing repair is important, yet only 23% routinely do it – and 75% of consumers’ confidence in their ability drops for anything more complicated than sewing on a button.

This sentiment extends across Europe, meaning there is ample opportunity for a UK-based retailer to tap into the market by partnering with London-based start-up Sojo.

 

Fat Llama

While many have become used to the possibility of renting clothes for occasions, Fat Llama helps consumers to rent just about anything else.

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John Lewis formed a partnership with Fat Llama in August 2020

The app allows peer-to-peer renting in a local area and has also partnered with retailers to offer rental services.

Fat Llama currently has partnerships with John Lewis and Sofology to rent out their furniture ranges, including everything from bedside tables and beds to dining tables and sofas from as little as £14 per month. 

The two retailers use Fat Llama’s rental-as-a-service platform Enterprise, which sits within its existing website and handles the entire end-to-end customer journey, from landing page through to checkout.

Since forming the partnership with Fat Llama in August 2020, John Lewis has doubled the range of products available to include more than 200 lines.

The department store retailer said its rental category soared during the lead-up to Christmas 2021, with a 400% increase in orders for sofabeds and a 250% increase in dining tables for three-month periods as consumers looked to cater for their holiday entertaining needs.

Fat Llama was launched in 2017 as the “Airbnb of things” but its relevance has grown during the past two years as consumers become more comfortable with the idea of renting and seek to find alternative sources of income.

 

Reward4Waste

While many consumers are looking to lead more sustainable lifestyles, some require greater incentives to change their behaviours more permanently.

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Reward4Waste allows consumers to scan recycled goods for rewards

Start-up app Reward4Waste is a reuse and recycling platform that hopes to engage people in doing the right thing for the planet through monetary incentives.

Bendell says that apps to motivate consumers will become more prevalent in coming years as they expect the government and retailers to do the legwork for them.

A deposit return scheme for recyclables is planned for England and Wales by 2024, and Scotland by 2023, whereby consumers will pay a 20p deposit on drinks containers that will be refunded when they return them to the store.

Reward4Waste takes this one step further, allowing consumers to recycle their goods at home – cutting the time and effort needed to take part in the scheme, the potential carbon footprint of driving to the store and the fuel costs.

Using a QR code on the packaging, customers can scan items as they place them in the recycling bin at home and immediately receive their refund or receive other rewards, such as discount codes and attraction tickets.

The app was created in 2018 and has currently completed trials in Dublin, Ireland, and Whitehead, Northern Ireland, where the business recorded returns rates of more than 90%.

As consumers get used to the idea of a deposit return scheme, the app has the potential to work as an alternative or complementary idea. It can also work with retailers to build a personalised scheme.

 

HyperJar

Budgeting apps are set to become more prevalent this year as consumers seek to curb their spending, according to True chief commercial officer and managing director of innovation Mike Tattersall.

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HyperJar allows consumers to filter their savings into ‘jars’

HyperJar allows consumers to filter their savings into “jars” so they can only access the funds for certain products or spending needs, helping them to stay on top of their money and track how and where they spend the most.

The app also features a ‘save now, pay later’ concept – the antithesis of the buy now, pay later options that have proliferated over the past few years – whereby consumers are encouraged to save a particular jar’s funds to a partner brand, earning 4.8% interest.

Partner brands include Myprotein, Feelunique, Bloom & Wild and Decathlon.

Tattersall says: “We think HyperJar has potential to really help consumers navigate the current rise in the cost of living, but notably the app is beneficial for retailers because it ultimately locks in spending with their brand. For us, it’s a win all round.”

 

Pogo

In the same vein as Reward4Waste, Pogo offers consumers the opportunity to receive discounts in return for charitable donations.

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Retailers can choose which charities to align themselves with on Pogo

Working with retailers such as Lucy & Yak, Made and Tala, the app allows customers to donate as little as £2 to unlock a 10% or more discount code on their next purchase.

The charities are chosen by the retailer or brand themselves, meaning businesses can publicly align with a specific charity or cause that is in keeping with their image.

Pogo also offers prize draws where customers who make donations are entered into a raffle to receive free items from participating brands.

The app therefore incentivises consumers to make giving to charity a regular habit and to engage with brands who are in turn serious about their charitable impact – moving past those who just use it as a marketing tool.

Only launched five months ago, the app has had interest from a number of high-profile brands and is putting together a plan to grow with investment in the future.

 

By Rotation

The rental revolution has begun to take effect in the fashion industry and, while options such as Hurr Collective and Rotaro are gaining momentum online, By Rotation is the only platform with a dedicated app.

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By Rotation has become a secondary source of income for many

The peer-to-peer app allows individuals to rent designer items such as dresses, shoes and accessories from lenders in the local area on a daily or weekly basis.

Renters can also post pictures and reviews so others can see how the garments fit and get ideas for how to style them.

Tattersall believes that By Rotation has “a lot of potential” as retailers look to “integrate more sustainable models into their offering”.

Launched in 2019, the app now plays host to 200,000 lenders and renters. It completed a $3m funding round earlier this month in a bid to scale rapid growth.

Like Fat Llama, By Rotation has become a source of secondary income, with some making more than £2,500 per month by lending out their wardrobes – something that may become crucial as the cost of living increases.

New features such as a ‘lender activity’ tracker and a resale option for verified lenders also encourage circular thinking and strategic spending habits to help consumers with their sustainable living goals.

As the pandemic priorities of sustainability and savings have seeped into the digital world, it’s clear that consumers will be using their mobiles to help them live a more conscious lifestyle.

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