River Island has bolstered its multichannel strategy with the launch of an app for Android devices.
The app, built in partnership with mobile service provider No Need for Mirrors, allows Android customers to browse the full catalogue, shop using their existing account, search for River Island stores, add to their wish list and view their order history on their mobile phones.
River Island’s chief information officer Doug Gardner said: “Android makes up a high proportion of smartphones in the market, with downloads from the Google Play store exceeding those from the App Store. This makes it an important channel for River Island to reach our customers, and plays a key part in our multichannel strategy.”
The retailer already has two IoS apps for both iPhone and iPad.