G-Star taps Highstreet Mobile tech for Apple App Clips move
G-Star is claiming to be the first fashion retailer to introduce Apple’s App Clip technology in its stores, using the Highstreet Mobile platform.
This will first be offered in its Amsterdam and Utrecht stores in the Netherlands.
App Clips give instant access to a part of the retailer’s app without having to download the whole thing.
This means that customers can scan a QR code or tap an information tag (NFC) on a store window or in-store mannequin to instantly obtain information about the outfit on display. Users can also directly order online and make a payment via Apple Pay.
Klaas Buist, Digital Director Operations at G-Star, says: “Our RAW app is very popular as it offers the likes of look books and inspiration. Our brand stores in turn yield other advantages: consumers can touch and try on clothes there, with personal advice from our stylists.”
“With Apple’s new App Clips, we connect the best of both of these worlds. As the digital product information from App Clips is available in physical stores, consumers can easily see what a garment looks like when worn by a model.”
“They can then try the item on themselves in-store or purchase it online, in any size or colour. In this way, we gain the full potential from our omnichannel strategy.”
“App Clips are an important development,” adds Highstreet Mobile’s CEO Thijs van Schadewijk. “Consumers have always preferred app experiences on a mobile but downloading is a well known barrier.”
“Entirely native apps can, with just one single tap, now be streamed directly to the consumer’s mobile phone. App Clips will in the coming years become even more potent, as the mobile internet becomes much faster with 5G.”
