Esprit

5 min read

Esprit increases e-commerce app revenues with intive

Client

Esprit

Founded in 1968, Esprit is an international fashion brand, headquartered in Germany and Hong Kong, with presence in 40 countries.

Overview

One of the world’s largest fashion brands, partnered up with intive to create shopping app experience in less than 12 months.

Services

Product Development, Mobile App, Android, iOS, UX

Industry

Consumer Services

The challenge

How do you create a commercially successful retail app? How do you ensure a consistent and qualitative user experience? And finally, how do you roll out major design and feature updates without hurting loyal users of your app? Esprit, one of the world’s largest fashion brands on the global scene partnered up with intive to create the best-in-class shopping app experience in far less than twelve months.

The unique Esprit spirit

Founded in 1968, Esprit pays homage to its roots and expresses a relaxed, sunny Californian attitude towards life. Esprit creates inspiring collections for women, men and kids made from high-quality materials paying great attention to detail. The brand has its presence in 40 countries with around 630 directly managed retail stores and over 5,800 wholesale points of sale, including franchise stores and sales spaces in department stores.

The search for the right partner

It was the need for enhancing the omni-channel experience for customers and the growing mobile shift in the retail industry that led to the decision to look for a new e-commerce software provider and redo its existing Esprit app into an app with a fully native shopping funnel. Building a long-term partnership with a software provider that demonstrates extensive expertise in developing native mobile solutions seemed like the best strategy.

Leveraging effective UX design

The existing Esprit app was based on web technology and the idea was to redevelop the entire front-end to create a native environment, and to build a new mobile middleware to enhance the efficiency and stability of the app. Users would never be more than two taps away from the product they need. On top, loading speed would increase significantly. This would translate into a higher number of active app users, and an increment in in-app revenue.

Creating a setup for success

In an effort to place customer experience at the heart of the process and to secure a fast time-to-market result, the collaboration involved quite a courageous setup. The UX/UI design practice was aligned and incorporated into the agile development process. Having software engineers working hand in hand with UX designers and Esprit’s decision-makers was a key step to reducing the time from a concept to the product reaching customer’s hands.

Embracing native from the start

In order to provide a qualitative and consistent user experience and to further support the integrity of the omni-channel customer journey, intive crafted a custom-made and unified app-specific Esprit Design System with well-defined and reusable components for multiple usages across different sections within the app. Advanced engineering works started in early 2017 with two major releases every three months.

Impact and results

The project is still ongoing with more advanced e-commerce functionalities to be introduced to the bottom of the app shopping funnel in the coming months. Esprit is determined to provide the best native e-commerce app worldwide. The Esprit app for iOS and Android is available in 34 countries offering content in 14 corresponding languages.

We see a very strong growth in app traffic with increasing conversion rates since we launched the new native version of the app. The app is loved by our customers and drives loyalty especially within the group of our best customers, the Esprit Friends. Thanks to intive’s support, the app has become an important pillar of Esprit’s e‑commerce turnover. And there is so much more to come…

Leif Erichson

Chief Operations Officer, Esprit

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