New York—What’s it like to shop inside Barneys New York, only online? It got a whole lot easier today when the luxury retailer introduced its new iPad app, one that now allow users to experience the shopping functionality found on Barneys.com seamlessly integrated with relevant and exclusive content, providing background and insight into purchases.
Schedule In-Store Personal Shopping
New functions on the App include a Personal Shopping scheduling tool, the first of its kind for a luxury retailer. Created in partnership with mobile development and design firm Fueled, the App is now available for complimentary download through the Apple iTunes store.
“From the app’s daily shoppable features, videos and interviews to the ability to schedule in-store personal shopping appointments, this app sets a new standard for omnichannel luxury on the iPad,” says Matthew Woolsey, executive vice president, Digital at Barneys New York. “We’re very excited to give our customers this kind of content, access and inspiration as part of a tool that connects their online and in-store engagement.”
The new App will incorporate shoppable content from The Window, the Barneys.com luxury editorial site, which is updated daily with exclusive stories including interviews with the people from the most celebrated design houses, trend stories, beauty features from exclusive brands, a behind-the-scene look at the Barneys team and much more.
Bringing the full Barneys New York brand experience to the iPad, the App content will highlight the dynamic Madison windows, key advertising and marketing campaigns and exclusive brand launches. To further parlay the perspective on style, culture, and lifestyle throughout the shopping experience, the App will highlight specially-curated products and designer products that are Exclusively Ours. All exclusive merchandise is tagged with the Exclusively Ours (XO) icon making it easy to filter and locate exclusive product when sorting by collection or by curated look books.
Examples of content and XO products on the App during the launch will include an exclusive interview with The Row designers, Mary Kate Olsen & Ashley Olsen, on the evolution of their handbag collection; actress Elizabeth Moss picks her favorites for looks Spring, dishes on Peggy’s style and life after “Mad Men”; Breakout indie-rocker Jetta rocks the XO brand Edun in the Spring 2014 shoppable lookbook.
Additionally, accounts will be synchronized, allowing users to use a Barneys.com login and share features such as Favorites, Most Loved and My List, across the App and the website. The App will use push notifications to alert users as to new products from brands they favor, designer launches, sale, and other key announcements.
Other significant functionality additions include 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.
A Phone Version to Come
“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,” Woolsey said. “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.”
The new Barneys New York iPad App is part of the continued redesign of the site. Beginning in February 2011 with the launch of The Window, the redesign continued with the implementation of new interactive and social features, shoppable lookbooks and videos, the launch of the HTML5 mobile site along with many improved site features and functionality enhancements.
Since the redesign began, Barneys.com has been recognized with several awards, including Luxury Institute’s Best Luxury Retail Site in 2012, a Webby for Best Digital Campaign in 2013, and an OMMA Award for Best Retail Website in 2013.