Project Overview
Albam Clothing is a London based men’s fashion brand, successfully launching a mobile strategy with an engaging and fully connected mobile app.
With a rapid increase in mobile traffic, Albam’s customers wanted to engage with the brand on mobiles at home and on the go. This meant the brand needed to innovate its mobile channel.
Albam's new native app, offers a mobile friendly and engaging shopping experience, intelligently using technology to showcase its collection, run app exclusive campaigns and offers, bridging the gap between a desktop and mobile experience while keeping the brand’s visual language and content.
Project Commissioner
Project Creator
Team
The project was implemented by Poq Studio, in accordance to Albam Clothing's E-commerce team requirements.
The creative team involved Albam's Ecommerce Manager and Poq Studio's implementation team: Jessica Berrisford (Project Manager), Oyvind Henriksen and Jun Seki from the implementation team.
Project Brief
Albam Clothing are a London based men’s fashion brand, selling worldwide online and at its three stores across central London. Offering high quality clothing, using fine fabrics and trims at affordable prices, Albam is a great men’s clothing brand with strong visual language that needed to be translated into a mobile context.
Bearing in mind its high customer demand from mobile devices, Albam looked for a solution that could build the brand’s mobile presence, offering a great shopping experience, fully connecting and integrating into its existing bespoke e-commerce platform, keeping the resource needed to run it at a minimum.
Albam’s solution is a native app running on Poq Studio’s app commerce platform, which empowers Albam to manage its mobile channel in a time efficient and resourceful way. The platform also allows flexibility to run app campaigns, automated tools and a content management system for Albam’s staff, to easily enable them to keep the app refreshed and with new engaging content.
The app has achieved great results, with smartphone conversion rates reaching over 1.5% since its launch in March 2013. Customer feedback confirms the great shopping experience the app offers, and Albam are very happy with the way the app has helped the brand be positioned as an innovative retailer, helping it meet its ecommerce strategy objectives.
Project Need
Albam’s mobile app addresses 3 circles of mobile shopping important to the brand as a men’s fashion retailer with physical stores.
• Mobile revenue
The app gives Albam a way to bridge the gap between desktop & tablet conversion rates. Providing a mobile solution that enables easy access to shop products, Albam is cleverly using the technology to market its collections, beautifully presented, helping increase mobile sales.
• Instore
It helps the brand bridge the gap between on and offline commerce, offering features such as native and location based push notifications, combined with store finder and ‘click to call’ features, the app offers a new marketing channel. Every push message has proven to cause an average of 50% increase in sessions on that day.
• Brand experience
By connecting content and commerce, Albam intelligently uses the app to display its collection in shoppable lookbooks, using beautiful high resolution images that are linked to products, offering a combination of shopping and brand experience, increasing retention and conversion rates.
The brand's visual language is translated into a mobile experience, offering an enjoyable and consistent customer journey across Albam’s different channels.
User Experience
The app was built keeping Albam’s customer in mind: fashionable male between 25 to 45, creative and brand loyal, mostly on iphone and ipad, currently representing 85%+ of online traffic.
• The customer journey starts with an engaging and constantly refreshed home screen. With attractive banners used to merchandise the latest collections, and clear call to actions to smoothly start customer’s journey into browsing and shopping Albam’s products.
• The app uses high resolution images to optimally display products beautifully, even on demanding retina displays.
• Using touch interactions offered on the device such as swipes and pinch to zoom, customers get multiple views of products, easy to browse and shop.
• Shoppable lookbooks leverage the brand’s existing content as collections are displayed with coordinated and suggested looks, helping Albam merchandise products.
• Native push notifications keep users engaged with updates on Albam’s latest promotions and news about store events, etc.
Project Marketing
• Word of mouth is a key part of the brand’s marketing strategy. The app reached no.7 in the UK catalogue category in iTunes. The brand has received great feedback and reviews confirm its success.
• On the main site, with an announcement on how to “shop on the move”.
• On publications such as Protein, relevant to Albam’s target demographics.
• In store, promoting the app with customers visiting its bricks and mortar locations in London.
• Using newsletters and social media, reaching an audience of several thousand existing and potential customers.
• Push notifications to re-engage costumers and keep customers informed of special promotions.
• A Facebook app campaign to continue to promote the app is also planned for later in the year to help increase adoption.
• Running app exclusive competitions for example, to win a pair of jeans, by downloading the app and following the competition instructions.
Project Privacy
The mobile app works in line with Albam's privacy practices, upholding a strong commitment to protecting and maintaining customers' privacy while making sure the mobile app is as simple and secure as possible.
The mobile app does not retain customer data and only tracks information anonymously via Google Analytics. This helps Albam and Poq Studio make informed decisions that can help increase engagement and mobile conversion rate.
Retail & Shopping
This category relates to applications that have been developed to promote retail shopping.
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