UK department store chain Debenhams has launched a new mobile site in order to strengthen its multichannel offering by pairing mobile app features with the reach of the web.

The Progressive Web App (PWA), which is delivered by mobile shopping platform Mobify and digital transformation agency SapientRazorfish, intends to create an app-like experience without the need to download an actual app. It is said to be able to browse twice as fast as before.

“The new site will transform our customer’s experience of shopping with Debenhams on their mobiles,” said Ross Clemmow, managing director for retail, digital, foods & events at Debenhams. “We now have technology that not only delivers a better, faster experience but allows us to keep pace with shoppers’ expectations whilst on the move.”

“Debenhams recognised the need to put mobile customers first,” added Igor Faletski, Mobify CEO. “The PWA gives them a premium online shopping experience and positions them for future growth. Were very excited to be working with the Debenhams team.”

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