Cropp and House brands debut their mobile apps
In response to the growing share of m-commerce in online sales, LPP has decided to launch applications for the Cropp and House brands. Since October this year, all brands of the Polish clothing manufacturer have already been available in the mobile channel. This way, the company intends to tap into their sales potential and promote recognition in Poland and abroad. The new tools are likely to repeat the success of the applications of the other LPP brands, which generate most of their online sales in this channel.
The popularity of mobile shopping apps
Shopping via mobile apps is becoming increasingly popular among customers of LPP brands, which is reflected in the financial results of the second quarter of 2024. In markets where the Sinsay app was available, it generated an average of 70% of online sales. In the case of Reserved, it was 55%. Driven by good sales results, the company continues to develop the mobile channel – last year it launched the Mohito app, which is highly acclaimed in Poland and Romania. Since October this year, customers of the Cropp and House brands have been able to use m-commerce shopping.
– For us, mobile applications are the link between stationary and online sales, which is why we are keen to ensure each LPP brand has this tool. This is a long-awaited launch, which closes the stage of laying the foundations of our omnichannel strategy and opens up new opportunities for the organic growth of our brands. We have been preparing for this moment since our first steps in m-commerce. The Cropp and House apps utilise the experience of the other brands, and the functionalities implemented in them reflect the latest trends and comprise intuitive, proven solutions. Our developers from Silky Coders worked closely with the brands to ensure the highest level of user-experience and to adapt the technology to customers’ expectations – comments Mikołaj Wezdecki, vice-president of LPP’s management board.
Functionalities that are appreciated not only by Generation Z
Mobile applications offer customers easy access to the offer and a fast shopping process. Their advantage is the integration of functions such as notifications about promotions, product recommendations based on previous purchases and a quick insight into order history. They also allow for tailoring the offers and content to consumer preferences. Brands can offer customers personalised shopping paths and individualised deals or recommendations, thereby increasing customer engagement and brand loyalty. A new feature in all five applications is the ability to communicate with the Contact Centre via a chatbot and Facebook Messenger, as well as to receive shipment status notifications.
– The majority of our customers belong to GenZ – they live in a digital world and expect a personalised and interactive shopping experience. Thanks to the app, we can understand their needs and respond to them better by increasing the effectiveness of communication and offering instant access to the latest collections and promotions. In the long term, it will also allow us to maximise our online sales potential – comments Krystian Janczyński, omnichannel director at House.
Making shopping easier and engaging customers
The design and launch of the app was carried out within the LPP Group – the technology company, Silky Coders, and the Cropp and House brand teams. Both apps are available in the AppStore and Google Play store.
– The Cropp mobile app is aimed at our main target group – young people who appreciate streetwear style, as well as quick and intuitive access to the offer. We wanted to create a tool that not only makes shopping easier, but also increases customer engagement through interactive features and gamification. We are bringing more ease to customer communication, we are putting a premium on interactivity and value engagement through personalised discount codes. We focus on building a community around the app, where customers will be inspired by one another – comments Ewa Gregorczyk, omnichannel director at Cropp.
After installing the app, customers gain easy access to the collections of the Cropp and House brands, as well as an individual ID code that contains information about their purchase history, both online and in-store. This makes it quicker for customers to make online returns through the forms found in the order history and returns without a receipt at all the brand stores. It also makes it easier to monitor the order status and pick the parcel in the stationary store – once the ID code is scanned, the store staff see the goods ready for release.
Another important functionality is also the tag scanner, which, during in-store shopping, allows the missing product to be found by size or colour in another stationary store or online. Through the app, customers can also check the location of the nearest store or the availability of specific styles online or in-store. The app also makes it easy to plan purchases – the categories are clearly arranged, taking into account new arrivals and ready-to-wear inspirations. In addition, it allows you to compile a list of your favorite products, including the colour variants of your choice. By using the app, customers also gain earlier access to promotions and the possibility to benefit from dedicated offers, and the moment they download and log in for the first time, they additionally receive a discount code for their first shopping.
Applications in foreign markets
Both apps – Cropp and House – have been launched first in the Polish market. As with the other brands, the company intends to systematically expand their reach to other countries. Sinsay collections are already available via the app in 10 markets – since September in Greece and since October in Germany. The Reserved app, in turn, has also been available in Croatia since October – and in total in eight markets. The Mohito app, which debuted a year ago, operates in Poland and Romania, and since August also in the Czech Republic.
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LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central Europe. For 30 years, it has been successfully designing and selling the collections and accessories in Poland and abroad. LPP manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in 40 markets worldwide. The company has a chain of nearly 2500 stores with the total area of over 2 million m2 and distributes the products to 3 continents every year. LPP also plays an important role as it provides employment to 43 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.