LEADING mobile commerce expert, NN4M, has unveiled its latest work for Debenhams, with the launch of a sophisticated iPhone app designed to give members of the retailer’s Beauty Club loyalty programme access to a range of personalised features and services wherever they might be.
In a move that underlines Debenhams’ commitment to engaging with customers over a range of emerging channels, the High Street retailer tasked NN4M with designing a complex and multi-faceted app simulating the chain’s in-store beauty experience.
Offering expert consultation features, a full range of membership benefits and even the ability to check which nail varnish colours work best with your skin tone, it promises to be the chain’s most complex application yet.
“This was all about achieving the right balance between fun and function. Debenhams challenged us to design a mobile application for their Beauty Club which offered its members a truly immersive user experience as well as enabling access to a rich array of account management functions, unique member benefits and social media integration,: said Jonathan Heap, CTO of NN4M.
A loyalty scheme launched in 2009, Debenhams’ Beauty Club currently offers its members the opportunity to follow seasonal trends, read the latest beauty and product news, watch exclusive videos including make up tutorials and interviews, keep up to date with special offers, exclusives and competitions while gaining loyalty points which can be redeemed against in store and online store transactions.
The Debenhams Beauty Club iPhone app product offering delivers a personalised service which blurs the boundaries between mobile commerce and in-store consumer experience. Products include the option for users to test nail polish colours on virtual hands which they have customised to match their own skin colouring prior to purchase. The personalised Beauty Club service continues with the skincare consultation feature and access to exclusive make up and skincare video tutorials.
In addition to a complete range of Beauty Club account management facilities, including the collection of loyalty points via the virtual Beauty Club card built within the app, the new iPhone app features a fully transactional beauty product search and fragrance finder for enhanced usability and convenience.
Simon Forster, online trading director for Debenhams, added:
“From long-lasting lipsticks to summer fragrances to face creams, our shoppers can now get their much-loved beauty products at just one finger touch. The app is about allowing customers to shop with Debenhams whenever they want and from wherever they are. Again, Debenhams is leading the High Street with our digital and mobile offerings, listening to what our customers want and reshaping the high street shopping experience.”
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