Barney's new app exclusively for iPad

Barney's New York has officially launched a mobile app exclusively for the iPad.

The retailer's iPad app features exclusive content integrated into the site, providing additional information on products. New functions and features also include a personal shopping scheduling tool, something Barney's claims is the first of its kind for a luxury retailer.

It may also be a first for any retailer to prioritize a tablet app over the smartphone. "We built this app on iPad first because it is an immersive, content driven experience that perfectly matches the 'found-time' nature of the iPad," said Matthew Woolsey, EVP, digital, reported Luxury Daily. "A phone version is in the works, but when it comes to content, our customer is more engaged on the iPad than on any other platform."

Shoppers are indeed engaging with tablets and smartphones differently, just as they engage with the available platforms differently. When Neiman Marcus developed its first app, it chose to do so only on iOS, a nod to Apple's high adoption rate among more affluent shoppers.

Like Neiman Marcus, Barney's is also for iOS only, and the initial iPad versions address the easy browsing offered by the tablet and preferable medium offered for video. Video content will be among the added features of the app and will incorporate shoppable content from The Window, Barney's luxury editorial site that is updated daily with celebrity features and style stories.

The app content will highlight the Barney's Madison Avenue store windows, feature key advertising and marketing campaigns, and promote exclusive brand launches. There will also be specially curated product collections, and all exclusive merchandise will be tagged with the Exclusively Ours (XO) icon, making it easy to filter and locate when sorting by collection or by the curated look books.

At the launch, the app will feature an interview with The Row designers, Mary Kate Olsen and Ashley Olsen, and actress Elizabeth Moss lists her favorite looks for spring and talks about her "Mad Men" character's style. There's a focus on menswear, a shoppable look book and a beauty feature complete with GIFs cosmetic application tips.

Shoppers' accounts can be synchronized, allowing users to access favorites and lists across the app and the website. The app will use push notifications to alert users about new products from brands they favor, designer launches, sale and other key announcements.

The app also includes a mobile scheduler, allowing users to directly schedule a consultation with a personal shopper and the ability to work in advance on preferences and shopping needs. This feature will launch in the Madison Avenue flagship store and roll out over the next year to the other stores and areas of business.

For more:
-See this Barney's New York press release
-See this Luxury Daily story

Related stories:
Neiman Marcus adds new app to mobile arsenal
Neiman Marcus invests $100 million in omnichannel to compete with amazon, others
U.S. Retailers admit they aren't tweaking store operations to meet omnichannel needs
Neiman Marcus sold for $6 billion, $2 billion more than asking price
Neiman Marcus goes public again with $100 million IPO


 

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