G-Star brings Apple app tech in-store

G-Star has become one of the first fashion retailers to introduce Apple’s App Clip technology in its shops, using the Highstreet Mobile platform.

App Clips give instant access to a part of the G-Star app without having to download the full app. This means that customers can scan a QR code or tap an information tag (NFC) on a shop window or in-store mannequin to get all the information about the outfit on display.

This includes price and the different colours and sizes available both in the shop itself and online. Users can also directly order online and make a mobile payment via Apple Pay with a single tap.

With App Clips, G-Star partially transfers the physical shopping experience to the smartphone. The shop serves as a showroom, yet the consumer is also offered the benefits of online shopping.

Klaas Buist, digital director of operations at G-Star, explained: “The G-Star RAW app is very popular as it offers, among other things, look books and inspiration - while our brand stores in turn yield other advantages - consumers can touch and try on clothes here, with personal advice from our stylists.

"With Apple’s new App Clips, we connect the best of both of these worlds," he continued. "As the digital product information from the App Clips is available in physical stores, consumers can easily see what a garment looks like when worn by a model - in this way, we gain the full potential from our omnichannel strategy.”

Highstreet Mobile’s chief executive Thijs van Schadewijk added: “Consumers have always preferred app experiences on a mobile, but downloading is a well-known barrier.

"Entirely native apps can, with just one single tap, now be streamed directly to the consumer’s mobile phone - App Clips will in the coming years become even more potent, as the mobile internet becomes much faster with 5G.”

The solution based on App Clips will be offered first in the G-Star stores in Amsterdam and Utrecht in the Netherlands, before rolling out to the rest of Europe.

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