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London Designer Outlet launches UK’s first click-and-reserve outlet shopping app

Tom Shearsmith
08 October 2020

London Designer Outlet at Wembley Park is launching a new online service, The LDO Edit, which features additional, time-limited discounts on top of the outlets existing discount.

The service is the UK’s first click-and-reserve outlet shopping platform and is aimed at creating a unique and special experience for the centre’s guests.

Brands at London Designer Outlet’s can showcase their goods on a digital catwalk. The online platform will kick off with a curated collection so guests can find items from fashion and lifestyle brands, reserving their choices for collection and payment in-store within two days.

Alongside The LDO Edit, London Designer Outlet was the first shopping centre to offer Dropit, the app-based, store-to-door delivery service, and has recently launched Coniq, a customer engagement and loyalty platform.

LDO Edit mockup

Dan Parr, Vice President of research and data specialists CACI, said: "The LDO Edit takes away the uncertainty of purchases and, for the first time, allows the shopper to browse in their own environment before they make the commitment to buy, putting browsing power back into the consumers’ hands.

"Outlet shopping is frequently regarded as a speculative experience; outlet brands are thought of as offering limited ranges, sizes and colours and, historically, specific products aren’t available online. This creates the excitement of discovery, but also means there are a lot of unknowns for shoppers who may want more certainty from their shopping visit."

The LDO Edit links to the rest of the London Designer Outlet website, further helping guests plan their visits to see the other premium fashion and lifestyle names including Guess, Kurt Geiger, NICCE, Levi’s, The Body Shop, Puma and Adidas Outlet.

A 2020 global Metapack study found 41% of people say they’ve bought something else when picking up pre-ordered items. This adds to the existing key trading metrics at London Designer Outlet since the post-lockdown reopening of retail in mid-June.

Footfall rose +40%, month-on-month, comparing August with July, with sales increasing by +31%, month-on-month, across the same period.

Sue Shepherd, Realm’s General Manager at London Designer Outlet, added: "The LDO Edit will help give our shoppers the confidence to visit while knowing they’ve found an amazing deal – before they’ve even set foot in-store."

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