Leading international online multisport retailer, Wiggle, notes that it has become the first UK-based ‘pureplay cycle retailer’ to launch a retail 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,” said 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.
“As a sports retailer, we see two key trends, firstly the growth of mobile in e-commerce; and secondly the significant growth of mobile tech in sports participation, driven by our partners such as Garmin and Strava.”
He continued, “We 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 Wiggle customers can engage seamlessly with every aspect of Wiggle. The launch release is currently IOS-only (representing around 63% of Wiggle traffic, and reflecting the importance of the iPhone and iPad). The app launch is primarily focused on ‘a first rate customer experience of the Wiggle retail site.
Kieran Healey-Ryder noted, “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 – and Android version, product reviews, wishlist enhancements, etc. We are constantly challenging ourselves to consider in what ways we might enhance the customer through the app. It is fundamental to our customer engagement plans for 2016.”
The new Wiggle app was developed in partnership with Andrew Lapham at Searchlight Consulting, and marketing agency Mindworks.
The first release (IOS) app includes:
- Ability to search the Wiggle product catalogue
- Straightforward access to purchase
- Persistent login (saved account details)
- Cross device functionality (i.e. iPhone and iPad)
- Ability to track orders
- Easy navigation to search and book Wiggle events across the UK
- Access to cycle guides
- Access to cycle insurance and legal services
- Simplified access to product reviews
The first hybrid release leverages native IOS platform features, with integration to the Wiggle Platforms via an API (Application Programming Interface).
The app’s launch release is available in the UK, France, Australia, New Zealand and USA, with international rollout scheduled for late 2015
