Oasis and Warehouse are gearing up to launch mobile new apps to enable customers to shop more easily.

The High Street fashion brands are partnering with Poq, the software-as-a-service (SaaS) platform behind the shopping apps of ecommerce retailers Missguided, PrettyLittleThing and Quiz, which have also launched apps for iOS and Android.

Oasis and Warehouse hope the move to the new platform apps will refocus on customer engagement and offer a point of difference to shopping on the mobile version of the website, as well as giving regular updates with added features.

Warehouse will be rolling out the app as part of a new loyalty and VIP scheme which will use app analytics to segment high-value customers and reward them through personalised in-app offers.

Hash Ladha, chief operating officer at Oasis and Warehouse - sister brands owned by the Aurora fashion group - said that personalisation and customer experience were key when it came to selecting the provider of the new apps.

He said: “We wanted to transform the way in which shoppers engage with us on mobile, moving beyond what mobile web has to offer. Working with a SaaS provider, who offer out of the box features, like ‘app stories’, (an Instagram stories-like feature) and in-app GIFs, will make for a more exciting and engaging shopping experience for our customers.”

The apps will use Salesforce Commerce Cloud’s e-commerce platform for inventory and order processing.

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