River Island has become one of the first retailers to develop a Kindle version of its transactional shopping app.
The move is part of a strategy by River Island to further extend its reach into the expanding mobile commerce market. Other retailers to have already launched Kindle apps include Debenhams and Asda.
The technology, devised by mobile tech firm NN4M, allows shoppers to browse the entire River Island product range on the go, view trends and check in at local stores. They can also share purchases via social media and check stock levels at their nearest stores.
Seveena Burgess, site experience manager at River Island, said: “As an ever expanding brand, NN4M has enabled us to allow our customers to shop across a multitude of devices. The launch of the app on Kindle offers our customers yet another device for shopping online.”
River Island’s existing iPhone, Android, Blackberry and iPad apps have already been downloaded more than 3.6 million times.