Selfridges launches new app

British department store group Selfridges has launched its new shoppable app, which allows users to purchase products from its store or Instagram app for the first time.

The new social-media friendly iOs app features a personalized homepage, which lets customers select and save their favourite brands and product categories as well as insider alerts that share information on upcoming events at the nearest store.

In addition, users can choose to receive updates on new collection arrivals of interest to them, product launches, and preferred brands. The app also offers a store guide function, which shares each Selfridges store's services and features.

The new app is said to have been created in response to the increasing number of customers visiting Selfridges online store through their smartphone, as approximately 60 percent of all traffic to the website is said to come from mobile devices.

The new Selfridges app launch comes a year and half after the premium department store group relaunched its website. Customers who already have a Selfridges account will be able to sync their accounts on the app and access their wish lists and shopping bag on any smart device.