Premium menswear brand Pretty Green is to start using one-touch technology Simply Tap on its new mobile store to enable ease of use for customers.
The move comes after Liam Gallagher’s fashion house saw 300% increase in usage of its mobile store in the past six months, with the channel now accounting for 45% of total web traffic, up from 15% in January.
Simply Tap – a technology devised by Mobile Money Network – aims to convert that traffic into transactions – an issue Drapers has recently identified as being a key challenge for digital retail arms.
Once registered, customers will be able to pay securely and have their purchases delivered with just one tap on their mobile device.
MMN’s managing director John Milliken added: “The huge spike in mobile traffic that Pretty Green has seen this year reflects conversations we are having with other retailers and highlights that the mobile device is quickly becoming the consumer’s preferred way of buying.
“We also know that it’s just not good enough to put an e-commerce checkout on a mobile store because it’s too difficult to use and customers will drop out.”
Pretty Green brand director Nigel Grant said: “It’s clear our customers want to use their mobile device to browse products and make easy, instant and secure purchases. After experimenting with MMN and Simply Tap, we know the service works and our customers like it.
“This is another step towards including mobile as an important part of the Pretty Green shopping experience, our next step is to use the mobile and Simply Tap to sell an extended range in-store.”