has launched a new iPhone app as it seeks to further bolster its mobile revenues.

The fashion retailer is owned by Shop Direct and this is the group’s first transactional app.

Mobile is now its largest sales channel, accounting for 58% of online sales at over Christmas.

The app allows users to browse the full product range and also includes an image recognition search tool.

Read on to find out what I thought of the app, or for more on this topic read our posts on House of Fraser’s new mobile app and Shop Direct’s content strategy.

Homepage and navigation

The app has a fairly standard design, which is absolutely no bad thing.

The homepage has links to different features and full navigation options are hosted in a hamburger menu.

It’s very simple and means users should have no problem finding their way around.


Product pages

The product pages have a neat uncluttered design that has been achieved by stripping out a couple of the features found on desktop.

It still includes customer reviews, several images, product videos (which loaded extremely quickly), and a detailed description.

But gone are the three different ‘suggested product’ tabs and the zoom tool. 

As an aside, I also noticed there’s no obvious way of finding out the delivery cost either on desktop or mobile.


When you click the ‘Add to basket’ CTA the app encourages users to head straight to the checkout, which increases the chance that a mobile user will actually buy something.


All users are forced to register an account before they checkout, which isn’t ideal as it’s a major friction point.

Even so, many brands choose to keep a login as it means they can track customers more effectively.


However makes the situation worse by not providing a facility for new users to create an account within the app.

In order to get to the checkout I had to first go onto the desktop site to register an account, then go back onto the app.

In reality I doubt any new customers would bother with this process, but then would new customers download the app?

The checkout itself is very quick and easy because Very already has most of my details. 

Standard delivery costs £3.95 which seems rather steep compared to other fashion retailers.

Weirdly I would have been able to submit the order before entering my credit card details. I’m not sure how this works, but I assume it has something to do with Very’s obsession with making customers create an account with them.

This allows customers to receive a monthly invoice and pay for their orders in instalments.

It’s a system that has worked extremely well for Next as people like the convenience of doing all their shopping from a single store and delaying the payment.

Account functionality

I couldn’t test this myself as I don’t have an account with, but it enables people to check and manage their account details.

Customers can track their orders, check their balance and available funds, and pay their statement.

I can imagine this would be extremely useful for loyal customers and will also help to convert some casual users into more regular buyers.

That APR looks very reasonable...

Image recognition

One of the app’s most publicised features is an image recognition search tool that allows shoppers to search for similar items on just by taking a photo.

‘Snap Style’ is mentioned on the app homepage and also features in the hamburger menu dropdown.

Image recognition isn’t exactly new technology, which is why it’s surprising that the tool has a few bugs.

For example, when you take a photo using Snap Style the resulting image is a massively zoomed-in version, so you can’t actually see the object you initially photographed.

And for some reason I wasn’t able to pinch and zoom to make the image smaller.

These pictures show what I mean. On the left is the shot I lined up, on the right is the resulting photo.


The quality of the search results can also be quite variable.

If you scan a block colour then the results tend to be very good. 

But say I wanted something to match a simple black and white pattern. The image I searched with is on the left, while the right-hand screenshot shows one of the product suggestions. Not exactly what I was expecting.


In conclusion... has produced a useful app that offers a decent UX and simple navigation.

The problems that I found were mainly to do with its business model (forcing people to register), though the much-heralded image recognition also needs a bit of tweaking.

Overall though the app is a good addition to Very’s mobile commerce offering and should help to further increase its revenues through this channel.

David Moth

Published 28 January, 2015 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (7)

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Jonathan Wall, Group E-Commerce Director at Shop Direct Group

David, thanks for your comments on our App. It's v1.0 for us and we're really excited about the start of our App development plans. We've been almost totally Mobile Web focussed so Apps are new to us and we wanted to start with pretty much a Minimum Viable Product and iterate and build on.

Some of your comments around registration are in plan to resolve and some are the fact that customers in general need to register to open an account as part of our business model.

We're working hard on getting our image recognition tool 100% with our partner here so it can deliver something useful for our customers but take on board your comments, thanks.

V1 was very much designed for our existing customers in mind and you will see improvements for onboarding in our next few iterations of our App.


over 3 years ago

Simon Crosby

Simon Crosby, CTO at Frillo

Good article - but even better response. It's great to see a retailer taking the MVP approach and iterating improvements ... If you wait for the perfect release you'll never release anything!

over 3 years ago

Simon Crosby

Simon Crosby, CTO at Frillo

As a follow up - could I ask the question why you jumped from mobile web to an app instead?

over 3 years ago


Jonathan Wall, Group E-Commerce Director at Shop Direct Group

Thanks Simon, some of our customers had told us they feel more secure in an App managing their credit balance and paying off their account than in mobile web. Not all but some..


over 3 years ago

David Moth

David Moth, Managing Editor at Barclaycard

Hi Jonathan, thanks for your comment, it’s always great to hear from the people involved in the project.

It’s interesting to hear how the company is approaching app development. I’ll keep a look out for new iterations in future.

Also, in general I thought the search results from the IR tool were very good, but there were a few weird ones that could be cut out to improve the customer experience.

over 3 years ago

Simon Crosby

Simon Crosby, CTO at Frillo

Hi Jonathan
An interesting angle ... its not something I'd have naturally thought of with respect to perceived security given from an app over a web site.

Will keep watching the app grow over time - hope all goes well with it



over 3 years ago


Noel Peatfield, Content Writer at blog:

This together with mCommerce fingerprint payments will make for interesting times. Check my blog for more info

over 3 years ago

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