We identified that having an app was the missing piece in our digital puzzle in our ambition to be the UK’s best known digital value retailer. We decided to partner with Poq, because of their unrivalled experience in retail.
We sought a partner that really knows the fashion retail space and could advise us on the best course for our app strategy. We’re confident that Poq will help us meet our mobile channel growth goals, including making our loyalty program more accessible to shoppers.
We can't be naive enough to think that customers only buy from one brand. So, the app gives us the chance, along with our social and email channels, to really stand out and reinforce the messages that we've got out there.
We launched our first Poq app in June 2017 and since then our Belk apps have outperformed our planned expectations. Mobile apps are our best channel for growth and improved sales conversion. App penetration of overall revenue has doubled since working with Poq - experiencing a 100% year on year growth.
The revenue run-rate of the Missguided shopping app went from zero to £30 million within just four months of the app launch. The partnership with Poq has proven extremely valuable in a very short space of time, and the app now makes up 13% of our online revenue.