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Ecommerce: Zara leads review of high street retailers’ mobile apps

Zara has scored highest in a review of high street retailers’ mobile apps for a sales platform that is “fuss-free” and offers a simple user experience.

The review, conducted for Drapers by online data distribution provider Push Technology, rated 15 high street retailers and etailers on their apps’ design, speed, navigation, search results, overall functionality, ease of use and unique features.

Zara scored 70.5 out of 80 in the review. Ros Elmes, UK sales manager at Push Technology, said: “The app has really captured the essence of the Zara look and feel from the stores and its website. The user experience is easy and fuss-free - you can add items to your basket without having to make an account.”

She added the speed of the app “is great”, it is simple to navigate around it without losing your place and the search function “is very logical”. The zoom function to get a closer look at products was also highlighted.

However, the retailer lost some marks for its use of search filters as, for example, when browsing handbags there was no option to sort by ascending price or newest items first.

H&M came in a close second, scoring 70, because “the pictures loaded super-fast and it is a pleasure to surf” as it is “clearly laid out and you can scroll through items easily”.

Asos.com was third with 69.5, with the app popular due to its smart search bar, the fact the design and layout was so similar to the retailer’s website, making it feel familiar, and because the latest offers are available as soon as the app has opened.

Topshop, however, was the lowest-ranked app, scoring just 26. The young fashion retailer was marked down as it crashed and some pictures failed to load.

Elmes said: “A fast app is critical as consumers will become impatient and simply abandon the app. Who wants to shop on an app where they can’t see any of the clothes?”

However, the Topshop app was commended for using “a lot of filters to take you to where you want to go” and its use of international supermodels like Cara Delevingne, which link the platform into the retailer’s wider marketing activity.

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