Selfridges has debuted a shoppable app with a personalised home page as part of its ongoing initiative to futureproof its multichannel offer.
The department store retailer has launched its first shoppable app as part of its £300m, five-year investment into its Oxford Street flagship, due to be completed by 2020.
Selfridges’ app, which will be available to iPhone users, includes ‘shop-by-Instagram’ functionality that allows users to buy products featured on its Instagram feed.
It also features a personalised home page, which will update users on new products and collections based on their past purchases.
Selfridges’ app also includes a store finder feature and will provide editorial content as part of a move by many retailers to use self-created content to drive sales.
The app has native functionality and users can sync their accounts across mobile and desktop devices.
The department store retailer, which posted a 3.4% rise in its full-year operating profits to £155m in November, opened a Body Studio to cater to the growing athleisure trend as part of its ongoing Oxford Street flagship transformation last month.