High street giants Oasis Fashion and Warehouse focus on customer engagement with app relaunch

Contemporary high street fashion brands, Oasis and Warehouse, will be launching new shopping apps with SaaS app platform Poq.

Both brands will be moving from apps created by agency providers – a move that has come from the need to provide a better experience to customers.

Alixandra Burn, Head of Digital at Warehouse stated: 'Our App customers are strong brand advocates, and we want to be able to give them a shopping platform that had a point of difference to mobile web. It's also important that we are able to update the platform easily and on a regular basis. We wanted to work with a partner that could provide apps that are quick and easy to update and are feature-rich and Poq can do just that.'

Warehouse will be focusing the app roll out as part of their loyalty and VIP scheme, using app analytics to segment high-value customers and reward them through personalised in-app offers.

Hash Ladha, Chief Operating Officer at Oasis and Warehouse, also sited that personalisation and customer experience were important to them when considering app providers. 'We wanted to transform the way in which shoppers engage with us on mobile, moving beyond what mobile web has to offer. Working with a SaaS provider, who offer out of the box features, like 'app stories', (an Instagram stories-like feature) and in-app GIFs will make for a more exciting and engaging shopping experience for our customers.

'Having chosen a leading SaaS company, Salesforce Commerce Cloud, for our ecommerce platform, it made sense to do the same with our app commerce provider, to be able to roll out these features and stay at the forefront of mobile commerce.'

Both Oasis Fashion and Warehouse use Salesforce Commerce Cloud, the unified ecommerce platform, who partner with Poq to ensure that retailers retain full creative control of their apps, whilst inventory and orders are seamlessly integrated with the Salesforce Commerce Cloud.

Oasis Fashion and Warehouse, are the latest fashion brands to launch a retail app with Poq, following in the footsteps of Missguided, PrettyLittleThing and Quiz who have also launched iOS and Android apps on the SaaS-based platform.

Oyvind Henriksen, CEO and Co-Founder of Poq said: 'It's great partnering with two well-known high street brands, to help with their app first strategies and create an app roadmap for the future. Especially, as we've seen with a number of retailers who move from agencies to Poq, they have never had this kind of partnership before.'