Australian accessories brand Mimco has launched a new app this week, as mobile shoppers reach 80% of total internet traffic for the brand since pre-COVID.
Mimco head of digital Damian De Ryk confirmed the app, which launched on July 17, took a year to complete and was generated in line with consumer feedback.
“We have listened to our customers, and they have been asking… for some time,” De Ryk said. “I am excited to finally bring them a brand-new shopping experience and way to engage with the brand.
“The Mimco customer is truly app ready. We have a really high online penetration and an even higher rate of mobile usage, as a percentage of online traffic.”
De Ryk said the brand's online penetration, or the percentage of total sales that online represents, has been 10 percentage points higher than the average of Australian retailers for some time.
Mimco's new app is expected to complement its rewards program called MIMCollective.
Through MIMCollective, customers gain access to all their in-store and online transactions through the app, and their history, and have direct access to customer care.
The app will include ongoing bespoke content, as well as exclusive first access to product and pre-orders.
“The app has been designed with our customers top of mind, really listening to what they want from an app shopping experience,” De Ryk said. “Even down to what images we feature on product landing pages.
“Product storytelling was extremely important to us and our customers, the feedback for ‘functional’ content came through strong, so we are working on having images and content to show what fits in your bag, how to wear an ear cuff, etc.”
The Mimco app is available for free via Google Play and the Apple Store. Mimco added a promotion for the launch, where every person who downloads the app and logs in will go into the draw to win one of three $1,000 Mimco vouchers.
De Ryk said the app reached #2 for shopping apps on the Apple App Store within four hours of launching to its 'Member' tier on July 17.