Ssense debuts app with personalized shopping recommendations

Dive Brief:

Ssense, the Montreal-based fashion retailer, launched its first mobile app on October 22. The app, which is now available in English, French, Japanese and Mandarin, features personalized recommendations, search and filter features, and a sorting catalog, according to a company press release.
The app also features a continuous scrolling feature to enable users to find more products and recommend products based on customers' previous purchases, the company noted in its press release.
The retailer also announced its first of a four-part series on Ssense Tech, which will feature weekly articles and explore the company's product strategy, software development and the collection layout system, per the release.

Dive Insight:

Ssense's app appears to be aimed at younger shoppers. The company noted in its press release that nearly 80% of its customers are between 18 and 34 years old. With that in mind, the Ssense app responds to the "swipes, taps, and pinches" this demographic typically uses.

Ssense isn't the only one revamping its mobile presence. Retailers like H&M and Ulta, among others, have introduced their mobile apps or added useful features in recent years. Per a mobile report from BRP, 85% of shoppers have bought an item through a mobile app.

Retailers' investment in their mobile presence is understandable, especially for those looking to attract younger consumers. According to findings from Synchrony, consumers' use of retailer mobile apps doubled in 2018, and more than 83% were pleased with their experience. Plus, prior research from ContentSquare found that Gen Z converts twice as much via mobile as other demographics, but 62% will not use an app that's challenging to navigate, and 60% won't use an app or website that's too slow.

The timing of Ssense's app launch could be primed to reach consumers just as the holiday shopping season kicks off. Research from Sensor Tower's Store Intelligence platform found that first-time users for the top 10 U.S. mobile shopping apps increased by more than 16% on Black Friday compared to last year.