Homeware retailer, Dunelm, has launched a new mobile app to enhance shopping experiences for customers, from AI-search and online discovery to in-store services.

The launch of the new app marks 20 years since the retailer sent its first online order in 2006 – fast forward to today and ecommerce now makes up 40% of its sales.

“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 & Information Officer at Dunelm.

The latest move in Dunelm’s digital transformation programme aims to optimise CX across its touchpoints, and the app includes AI-powered search, recommendations and browsing to build personalisation into shoppers’ buying journeys.

It also allows customers to enhance in-store experiences, offering to check-in shoppers for click-and-collect orders and show listings of available products at local stores. The app will also let customers scan products for further information as they browse collections in-store. 

“The app brings our customers new ways to interact, wherever they are, ensuring an easy, convenient and inspirational shopping experience,” Gahagan added, hinting that there would be more app features revealed in the coming months.