Phil Dean, Managing director, creative services at Communisis, shares his view of good and bad apps.
River Island: Good app
The River Island app store is an efficient and streamlined program. It is intuitive and actually makes purchasing more convenient than via its websites, which is frankly quite a rare feat to achieve.
The interface is built with the user in mind and the product content is informative. The purchasing process is easy and the wishlist section is a fantastically useful and important addition that helps encourage consumers to repeat visit.
Crucially, the app store maintains the brand’s identity and extends it to a new channel for engaging consumers.
Topman: Bad app
The Topman app fails to promote or encourage sales. Disappointingly, it doesn’t allow in-app purchases.
The developers have focused on incorporating a wide and engaging amount of editorial content that draws visitors into the brand successfully.
However, once in, you are then redirected to the website to complete your purchase. This is a huge obstacle in the consumer’s path to purchase that fails at the most important point: converting interest into sales.
The app delivers great extra content that supports and builds the online experience, but it’s frustrating not being able to follow through with your purchase within the app.
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