The mobile experience needed to handle a vast catalogue of thousands of SKUs — all without compromising usability or performance.
The app needed to be fast, intuitive, and conversion-focused. But more than that, it needed to reflect the brand’s authority in the fishing world. Using customer research, analytics, and our mobile UX expertise, we crafted an experience that feels deeply familiar to existing customers while opening new opportunities for in-store engagement.
To reduce friction and increase speed to purchase, we also introduced a ‘Quick Access’ screen. Based on customer input and usage data, this surfaced top categories and seasonal essentials right from the home screen — making the app as nimble as the anglers who use it.
It’s an easy-to-manage system on the backend, and a powerful way to personalise the app experience in real time — keeping customers engaged and returning. Integrated payment options including Apple Pay, Google Pay, Stripe, and PayPal ensured checkout was equally frictionless.
When customers walk into a store with the app installed, they receive a personalised push notification with exclusive in-store offers. Each store can customise its own Welcome Screen and offers, allowing for localised promotions without breaking brand consistency.
Commercial & Digital Director
Million in UK online sales
The App attracted 55,000 unique users in its first full year, accounted for up to 10.9% of sales participation.
More importantly, the app became a bridge to physical stores. By turning digital notifications into real-world footfall and equipping stores with customisable tools to greet and convert customers, Sugar Rush helped transform mobile into a genuine omnichannel engine for Angling Direct.