Hobbycraft adopts Progressive Web App for improved retail experience

Hobbycraft mobile shoppers will see a simplified purchasing process with the retailer launching a Progressive Web App (PWA).

Created to improve speed and performance, and offer a frictionless shopping journey for customers, the app is delivered with solutions provider ITG, and built on the Mobify platform which claims to be capable of at least doubling the speed of previous mobile sites.

Unlike traditional mobile apps, PWAs are websites that use non-standard web technology to deliver a much faster experience on a mobile browser or hybrid app.

“Our customers are project-based and motivated to get the supplies they need as fast as possible to get started on their next projects,” said Daniel Collier, multichannel development manager at Hobbycraft.

“Through its unique approach to combining the latest mobile web technologies and mobile shopping best practices, Mobify exceeded our expectations. We now have a very fast site with far easier navigation, as well as app-like features such as add-to-homescreen and the ability to send push notifications – in short, the best possible mobile customer experience available today."

Progressive Web Apps are being more widely adopted to create a blended experience of both mobile web and mobile app. Debenhams launched one of the UK’s first retail Progressive Web Apps last quarter.

The Hobbycraft PWA will be enhanced throughout 2018 to include additional features such as Apple Pay and an enhanced store locator.

Igor Faletski, CEO of Mobify, added: “Hobbycraft has a passionate customer base so it's great to see them embracing an exciting and innovative Progressive Web App for a highly personalised, faster and more engaging shopper experience.”