When Shoeby launched their first mobile app they had a slow start. Their sales were promising but not great and they received customer satisfaction rates of less than 3-stars. Not the flying start that Mitch van Deursen, the E-commerce Director of Shoeby was hoping for.
Despite these results, it proved one thing: customers want to use mobile apps for shopping. Over the next two years Shoeby invested heavily to continually improve their app with new features and to stay compatible with evolving technology. The industry was moving fast and eventually it was too challenging to keep up with the constant change. Shoeby realised that an app is never finished. It is a commitment that comes with continuous development costs and pressure to stay innovative. Ultimately, he felt that this was taking them further away from doing what they do best: offering the best fashion advice and service to their customers.