Wiggle launches smartphone retail app

Now available in UK, France, Australia, New Zealand and USA, then globally later in the year
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Wiggle has launched a Retail App, claiming it is the first UK pureplay cycle retailer to do so.

The growth of mobile in e-commerce was a driver behind the launch of the new app, which is available in the UK, France, Australia, New Zealand and USA, with international rollout scheduled for late 2015.

The first release (IOS) includes search, straightforward access to purchase, saved account details (Persistent Login), order tracking, cycle guide access, cycle insurance and legal service access, simplified access to product reviews, Event booking and 'Cross Device Functionality'.

The launch release is iOS only (representing 63 per cent of traffic), with an Android version in the works. Further developments lined up will give customers chance to complete product reviews through the app.

"We took time in 2015 to talk to our customers across every aspect of our business to evaluate how our customers preferred to interact with us," explained Kieran Healey-Ryder, head of Customer Marketing. "We have a very active customer base enrolled in our Loyalty Programme who were very ready to contribute. The development of an App was a clear priority.

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"As a Sports Retailer, we see two key trends, firstly the growth of mobile in eCommerce, secondly the significant growth of mobile tech in sports participation, driven by our partners such as Garmin and Strava. e were keen to compliment Sports Tech that existed, but at the same time look at how our App might both enhance experience of Sport and of Wiggle.

"The key challenge was the diversity of a Tri Sports business – how to deliver a first rate customer experience, whilst surfacing content from across the business; Retail, Events, Cycle Guides, Insurance, Product Reviews and Legal Services.

"The vision is a single channel through which our customers can engage seamlessly with every aspect of Wiggle.

"The launch release is IOS only (63% of our traffic) primarily focussed on a first rate customer experience of our Retail Site. In the launch week we exclusively promoted to our Loyalty Programme, which generated a sterling 10,000 downloads.

"For the future we have a healthy development pipeline, driven by customer feedback – Android Version, Product Reviews, Wishlist Enhancements. We are constantly challenging ourselves to consider in what ways we might enhance the customer through the App. It is is fundamental to our customer engagement plans for 2016."

It was developed in partnership with Andrew Lapham for Searchlight Consulting and marketing agency Mindworks.

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