Dunelm has launched a new mobile app designed to enhance the shopping experience for its customers both online and in-store.

The homewares and soft furnishings retailer said the app acts as a convenient companion for all Dunelm shopping journeys, incorporating AI-powered search, personalised recommendations and improved browsing. This functionality is already driving a more tailored experience on Dunelm’s website and is now being extended to mobile users.

Customers can also use the app to enhance their in-store visits, with features including the ability to check in for Click & Collect orders, check product availability at their local store and scan products for further information as they browse.

Dunelm is building engagement with the new channel through a range of incentives, such as free drinks in its in-store Pausa cafes and 10 per cent off a first app purchase.

App users can shop specific ranges and styles based on their preferences, and the retailer has set out a roadmap of new features aimed at further elevating the customer journey with more personalisation and inspiration.

The launch marks the latest step in Dunelm’s 20-year digital growth journey. The retailer sent its first online order in 2006 and now generates over 40 per cent of total sales through digital channels. Recent digital initiatives include the introduction of a generative AI-driven product discovery tool on Dunelm.com, developed in partnership with Google Cloud, and a significantly expanded Click & Collect proposition offering a wider range of products for in-store collection.

“We’re really excited to have launched our new app – it’s just over 20 years since we delivered our very first online order and this is the next chapter in our digital journey,” said John Gahagan, chief technology and information officer at Dunelm. “The app brings our customers new ways to interact with our products and services, wherever they are, ensuring an easy, convenient and inspirational shopping experience.

“Our launch is just the beginning and we look forward to bringing a range of new, innovative features over the coming months, as we continue to help customers create homes they love.”

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