Debenhams ups its mobile game

Debenhams ups its mobile game

Debenhams has launched a new app-like mobile site. The Progressive Web App (PWA), which uses Google-backed technology and has been delivered by Mobify and SapientRazorfish, has more than doubled the speed of the previous mobile site, the retailer claims.

Ross Clemmow, Managing Director Retail, Digital, Food & Events at Debenhams, says: “We have seen unprecedented growth in mobile in the last two years. Research shows that 50% of UK online retail sales are now made through mobile devices (smartphones and tablets). We know customers get frustrated by a slow site, even more so on mobile, with as many as 70% admitting they would leave a site if it loaded slowly. The new site will transform our customer’s experience of shopping with Debenhams on their mobiles. We now have technology that not only delivers a better, faster experience but allows us to keep pace with shoppers’ expectations whilst on the move.”

Mobify CEO, Igor Faletski, comments: “Debenhams recognised the need to put mobile customers first. The PWA gives them a premium online shopping experience and positions them for future growth.”

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