British beauty retailer Fragrance Direct has entered an app commerce space with the launch of a new shopping app.

The app was developed in collaboration with UK-based Software-as-a-Service (SaaS) platform for mobile app commerce, Poq.

Fragrance Direct founder and CEO Rick Jowle said: “We’ve seen a huge shift towards mobile consumer behaviour, not just in sessions but also in revenue as well.

“We felt that producing an app would make sure we could give our mobile users a more optimised experience that was quicker and more streamlined than our current mobile site.

“We were interested in working with a company that’s constantly evolving and developing new technologies that we can benefit from.

“We’ve seen a huge shift towards mobile consumer behaviour, not just in sessions but also in revenue as well.”

“Poq’s SaaS-based model allows us to launch an app very quickly and keep up with development changes and bug fixes etc. without having a huge in-house team to manage it from the outset.”

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By GlobalData

Earlier this year, Fragrance Direct re-platformed their e-commerce solution to Salesforce Commerce cloud, which Poq has integrated with seamlessly.

Customers can download the Fragrance Direct app on their smartphones from the App Store.

Poq CEO and co-founder Oyvind Henriksen said: “Widely adopted by fashion retailers, native shopping apps are less common in beauty, and Fragrance Direct will be considered a pioneer by being one of the first-movers, which makes perfect sense as they were early adopters of the internet in the nineties too.

“We are confident that they will see immediate and significant improvements on their mobile metrics by launching an app and we’re excited to watch the story unfold.”

Other retailers using Poq’s app commerce platform include Missguided, Quiz, House of Fraser and

Established in 1993, the British beauty retailer currently offers 14,000 products for 600 brands, designer labels and high street retailers.