Missguided launches Tinder-style shopping app

Online retailer Missguided has launched its first shopping app complete with a Tinder-style feature called 'Swipe to Hype'.

The product invites fans to mimc Tinder's trademark 'right swipe' of approval whenever they're 'matched' with a product they love in order to save it for later viewing. It will also use fingerprint recognition to let users pay for goods at the checkout.

Delivered via Poq's app commerce platform, the new offering is fully transactional and cements the brand's desire to place mobile at the heart of its multichannel mix.

Speaking of the e-tailer's first foray into apps, founder and chief executive Nitin Passi said: "Our customer has been asking for a shopping app for a while and we wanted to ensure we delivered something that offered more than our mobile site.

"The app is being treated as its own channel that we are growing as part of our multichannel strategy."

Pointing to the fact that millennials "use apps for everything," Poq's head and co-founder Oyvind Henriksen asserted: “Great apps are often either very engaging - like Instagram and Pinterest - or they are super convenient - like Uber and Citymapper.

"Customers are always logged in to an addictive and personalised shopping experience, and can check out using just their fingerprint," he added.

The app's launch comes on heels of the news that the retailer is to open its first ever own-brand bricks and mortar store following its expansion into concession outlets.