Wiggle launches smartphone app

Wiggle has launched a retail app, reports BikeBiz. Initially available only on iOS – which the firm says accounts for 63 per cent of its mobile traffic – an Android version is said to be in development.

The new app is available in the UK, France, Australia, New Zealand and USA, with international rollout scheduled for later in the year.

Kieran Healey-Ryder, head of customer marketing, said:

"We took time in 2015 to talk to our customers across every aspect of our business to evaluate how our customers preferred to interact with us. We have a very active customer base enrolled in our loyalty programme who were very ready to contribute. The development of an app was a clear priority."

Healey-Ryder said that the main challenge was the diversity of the business; how to ensure a first rate customer experience whilst providing content from many areas – whether retail, events, cycle guides, insurance, product reviews or legal services.

"The vision is a single channel through which our customers can engage seamlessly with every aspect of Wiggle.”

The first release (IOS) app includes:

• Ability to search the Wiggle product catalogue
• Straightforward access to purchase
• Persistent login (saved account details)
• Cross device functionality (i.e. iPhone and iPad)
• Ability to track orders
• Easy navigation to search and book Wiggle events across the UK
• Access to cycle guides
• Access to cycle insurance and legal services
• Simplified access to product reviews

Last month Wiggle announced a sales increase of 26 per cent in the UK for the year ending February 2015. The firm also announced increased European sales, up 20 per cent, but a disappointing result in the rest of the world, down 13.1 per cent.

The news came shortly after it had announced that it was to close all of its concessions in Homebase stores – just over a year after opening the first one. Wiggle had initially opened the physical stores to offer servicing, click and collect and customer returns. In announcing the decision, it said there were “no plans to reopen but we are working hard to fill the gap”.