The assignment for this week asked us to download the Mobile App for a company and comment on the offerings for the app as well as the usefulness. I decided to use the app from the store that I had most recently visited, H&M. The company is already known for their high fashion and low prices, so I was not expecting much in terms of coupons and discounts. The application was easy enough to find in the iOS App Store and the thumbnail featured the logo of the store on a white backdrop. There was an indicator in the store that an iPad app was also available, but for the purposes of this review I will only be using the iPhone application.
Upon first opening the application, I was prompted with a request to send me push notifications. As I do not see any reason where I would suddenly want to be apprised of the happenings with my H&M app, I declined this offer. Once in the app, the user is defaulted into the “shop” tab which is displayed very similar to a magazine app. The feel and usability is very similar to a fashion magazine and divided into easy to understand categories. There is a section for “sale” items within the main page and this appears to be the extent of discounts offered within the app. Shopping appears to be the main focus of this application and with the addition of an American online store last year, I can understand why this is a big focus.
Other features of the application include a place to be inspired by “looks” that H&M has created for different seasons. Also, the ability to create a personal account and build outfits to save for later purchase is present. Finally, the application features internal support should you have any questions while browsing the H&M line.
Overall, I enjoyed my experience on the H&M application. Rather than trying to lure someone into the store with incentives, this application seems to want to supplement the shopping experience and allow users to be inspired at home. I think this is a good idea for the brand as sometimes overly pushing incentives can seem tacky and counter-productive to H&M’s desire to be considered a high fashion brand. I don’t see myself spending much time on the app going forward, but if I were more of a shopper, I probably would.
Do you think stores are missing out on opportunities for new customers by NOT including discount incentives on the application?
Do you shop in applications at all? (Amazon, eBay, Target, etc.)