{"id":5131,"date":"2026-07-16T18:29:05","date_gmt":"2026-07-16T18:29:05","guid":{"rendered":"https:\/\/apadmi.com\/work\/footasylum\/"},"modified":"2026-07-23T11:34:17","modified_gmt":"2026-07-23T11:34:17","slug":"footasylum","status":"publish","type":"work","link":"https:\/\/www.apadmi.com\/en-nl\/work\/footasylum\/","title":{"rendered":"Footasylum"},"content":{"rendered":"\n\t
\n\t\t
\n\t\n\t\tFootasylum\t<\/h1>\n\n\t\n\t\t\t

\n\t\t\tBuilding a best-in-class retail app\t\t<\/p>\n\t<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t\t<\/div>\n<\/div>\n\n\n\t
\n\t\t
\n\t\n\t\t\t\n\t\t\tReimagining mobile as a commerce & culture platform<\/span>\n\tRe\u00adi\u00adm\u00ada\u00adg\u00adi\u00adn\u00adi\u00adn\u00adg m\u00ado\u00adb\u00adi\u00adl\u00ade as a c\u00ado\u00adm\u00adm\u00ade\u00adr\u00adc\u00ade & c\u00adu\u00adl\u00adt\u00adu\u00adr\u00ade p\u00adl\u00ada\u00adt\u00adf\u00ado\u00adr\u00adm<\/span>\t\t<\/h2>\n\t\n\t\t\t

\n\t\t\tFootasylum is one of the UK’s leading fashion retailers, operating at the intersection of streetwear, sport and youth culture. With a strong digital presence and a loyal, style-conscious and heavily Gen-Z audience, mobile plays a critical role in how the brand connects with customers and drives revenue.\t\t<\/p>\n\t\n\t\n\t

\n\t\t\n

\n\tThe previous app no longer met the brand’s need for pace and personality, or growth ambitions. Performance limitations, and a lack of flexibility made it harder to innovate, personalise journeys, or respond quickly to trends. Footasylum needed deeper insights into customer behaviour, stronger loyalty mechanics, and a platform that could scale with the business.<\/p>\n\n

\n\tFootasylum selected Apadmi as a strategic partner for its proven track record in retail and its ability to deliver end-to-end product transformation, from strategy and design through to engineering, optimisation, and growth.<\/p>\n\n\n\tBuilt on modern, scalable foundations from day one<\/h2>\n\n

\n\tApadmi partnered with Footasylum to reimagine its app as a resilient, data-rich, high-performing mobile platform that drives engagement, loyalty, and revenue. The app was rebuilt on modern, scalable architecture to significantly improve performance and reliability\u2014 enabling faster iteration, easier third-party integration, and long-term scalability as the business evolves.<\/p>\n\n

\n\tThe architecture’s flexibility enabled Footasylum’s premium brand \u2018Sevenstore\u2019 to have an app that shares the same foundations as the Footasylum app, but includes features appropriate to the curated collections and content a premium store requires.<\/p>\n\n

\n\tEnhanced middleware and security controls made the app more resilient, while improved performance and stability delivered a 100% crash-free experience from launch. The app experience was refreshed to better reflect Footasylum’s bold brand identity: a cleaner, more intuitive design that aligns with the culture and energy of its audience, with simplified navigation and purchase journeys that reduce friction and abandoned baskets.<\/p>\n\n

\n\tFootasylum’s app success is underpinned by a connected ecosystem of best-in-class platforms. Talon.One powers the loyalty engine behind Footasylum REWARDS, while Braze drives the customer experience layer \u2014 rich push notifications, segmented messaging, and personalisation at scale. Together with Monetate for product recommendations, this stack gives Footasylum a foundation for genuinely one-to-one customer experiences.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t\t<\/div>\n<\/div>\n\n\n\t
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\n\t\n\t\t\t\n\t\t\tA Connected Retail Experience<\/span>\n\tA Co\u00adn\u00adn\u00ade\u00adc\u00adt\u00ade\u00add Re\u00adt\u00ada\u00adi\u00adl Ex\u00adp\u00ade\u00adr\u00adi\u00ade\u00adn\u00adc\u00ade<\/span>\t\t<\/h2>\n\t\n\t\t\t

\n\t\t\tFrom seamless checkout to personalised rewards and exclusive content, every feature was designed to create a faster, smarter and more engaging shopping experience.\t\t<\/p>\n\t\n\t\n\t

\n\t\t\n\n\tLow Friction Checkout<\/h2>\n\n

\n\tA fully native checkout experience reduced friction in the purchase journey, supporting Apple Pay, Klarna, Clearpay, and PayPal for fast, secure payments.<\/p>\n\n\n\tFootasylum REWARDS<\/h2>\n\n

\n\tA loyalty scheme where users earn points for every purchase, level up, and unlock exclusive perks: birthday gifts, priority access to sales and drops, and competitions, backed by unique-to-customer reward codes.<\/p>\n\n\n\tLockedin Hub<\/h2>\n\n

\n\tA new content destination featuring voting mechanics and video content tied to upcoming seasons of massively popular proprietary content, blending entertainment and commerce in one space.<\/p>\n\n\n\tStore Locator & QR Integration<\/h2>\n\n

\n\tA “find your nearest store” map connects digital and physical retail, while in-store QR codes drive customers to download the app for exclusive rewards.<\/p>\n\n\n\tPersonalisation Push & Pull<\/h2>\n\n

\n\tImproved analytics now feed directly into Braze and Monetate, powering rich push notifications and smarter, more relevant product recommendations that keep customers feeling understood and engaged.<\/p>\n\n\n\tApp-Exclusive Offers<\/h2>\n\n

\n\tNew customers receive 10% off their first order \u2014 one of several app-exclusive mechanics designed to convert first-time downloads into first-time purchases.<\/p>\n\n\n\tApp store optimisation<\/h2>\n\n

\n\tApadmi’s Product Marketing team supported the launch with a comprehensive App Store Optimisation and growth strategy, including launch support, community management of App Store reviews, and Custom Product Pages built for key trading moments.<\/p>\n\n

\n\tIn-app events drove new downloads and app opens, and helped re-engage lapsed users, maximising the reach and impact of new campaigns from day one.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t\t<\/div>\n<\/div>\n\n\n\t
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\n\t\t\t\t\t\t\t\n\t\t\t\t\tResults<\/span>\n\tRe\u00ads\u00adu\u00adl\u00adt\u00ads<\/span>\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tThe impact of Footasylum’s investment in mobile was immediate and measurable. Conversion rate rose, app revenue share increased, and average order value was up.

Meanwhile, uninstalls dropped by 39% and the app has remained 100% crash-free since launch. Together, these results meant the app generated enough additional revenue to deliver a complete return on Footasylum’s initial development investment within the first month.
\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t

    \n\t\t\n
  • \n\t<\/svg>\n\t

    \n\t\t+77%\t<\/p>\n\n\t\t\t

    \n\t\t\tyear-on-year conversion rate increase at launch\t\t<\/p>\n\t<\/li>\n\n

  • \n\t<\/svg>\n\t

    \n\t\t+25%\t<\/p>\n\n\t\t\t

    \n\t\t\tapp revenue share post-launch\t\t<\/p>\n\t<\/li>\n\n

  • \n\t<\/svg>\n\t

    \n\t\t+9%\t<\/p>\n\n\t\t\t

    \n\t\t\taverage order value increase\t\t<\/p>\n\t<\/li>\n\t<\/ul>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

    \n\t\t\t<\/div>\n<\/div>\n\n\n\t
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    \n\t\n\t\t\t\n\t\t\tThe numbers keep climbing<\/span>\n\tThe n\u00adu\u00adm\u00adb\u00ade\u00adr\u00ads keep c\u00adl\u00adi\u00adm\u00adb\u00adi\u00adn\u00adg<\/span>\t\t<\/h2>\n\t\n\t\t\t

    \n\t\t\tLaunch-day results are one thing, but sustained growth is another. In the year post-launch, Footasylum’s app has gone on to generate millions in new revenue. Average order value has climbed by 8.6% and conversion rate has improved by 39%. The app\u2019s share of online revenue increased by 26.3% year-on-year.

    Retention has also been transformed, with uninstall rates falling sharply from pre-launch levels. Stability remains exceptional, with a near-100% crash-free rate: 99.88% on iOS and 99.99% on Android.

    Apadmi’s Product Marketing team has continued to drive visibility and growth well beyond launch. The app reached the Top 10 in its iOS Shopping category, and November 2025 was a standout month across both stores: store listing visitors grew 249% month-on-month, total installs grew 88.5%, and product page views jumped 175%. The app peaked at #9 in Apple’s Shopping category and reached #27 on Google Play, with a +1 average rank growth on Android.
    \t\t<\/p>\n\t\n\t\n\t

    \n\t\t\n\n\tCustom Product Pages: beating benchmarks<\/h2>\n\n

    \n\tA dedicated Custom Product Page for Black Friday drove thousands of downloads and delivered a 78% improvement over the default rate. The campaign is estimated to have generated significant incremental Customer Lifetime Value.<\/p>\n\n\n\tGifting Campaign<\/h2>\n\n

    \n\tA seasonal gifting-focused Custom Product Page drove thousands of downloads and delivered a 37% improvement over the default iOS conversion rate, demonstrating the consistent power of audience- and moment-specific App Store experiences.<\/p>\n\n\n\tTesting smarter, not slower<\/h2>\n\n

    \n\tAn iOS A\/B test exploring whether an app-exclusive 10% discount would improve conversions returned a marginal +0.40% CVR improvement, with testing continuing through the end of the year.

    To work around Apple’s 48-hour App Review wait times, Apadmi has positioned Google Play as Footasylum’s primary testing engine \u2014 rapidly cycling through creative ideas and identifying “Big Wins” before rolling proven concepts out to iOS.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

    \n\t\t
    \n\t\t\t
    \n\t\t\t\t\t\t\t\n\t\t\t\t\tResults<\/span>\n\tRe\u00ads\u00adu\u00adl\u00adt\u00ads<\/span>\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t\t

    \n\t\t\t\t\tThe original launch metrics were strong. A year on, they’ve kept compounding.

    With strong technical foundations and a scalable product in place, Footasylum is now well-positioned to deepen personalisation and maximise the growth potential of its new mobile experience for the long-term.\u00a0
    \t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\n\t

      \n\t\t\n
    • \n\t<\/svg>\n\t

      \n\t\t+8.6%\t<\/p>\n\n\t\t\t

      \n\t\t\taverage order value YoY\t\t<\/p>\n\t<\/li>\n\n

    • \n\t<\/svg>\n\t

      \n\t\t+39%\t<\/p>\n\n\t\t\t

      \n\t\t\tconversion rate\t\t<\/p>\n\t<\/li>\n\n

    • \n\t<\/svg>\n\t

      \n\t\t-60%\t<\/p>\n\n\t\t\t

      \n\t\t\tuninstall rate from pre-launch levels\t\t<\/p>\n\t<\/li>\n\t<\/ul>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

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      \n\t\t\t\t\t

      \n\t\t\t\tRead more success stories\t\t\t<\/h2>\n\t\t\n\t\t\t\t\t

      \n\t\t\t\tFrom retail and healthcare to FMCG and media, we help ambitious organisations solve complex challenges, drive revenue, and build loyalty with exceptional digital products and mobile apps.\t\t\t<\/p>\n\t\t\t<\/div>\n\n\t\n\t\t\t

      \n\t\t\t
      \n\t\t\t\t<\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\n\t\n\t\tDiscover all our work\t<\/span>\n\n\t<\/a>\n\t<\/div>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Best-in-class commerce app that increased conversion rates by 39%.","protected":false},"featured_media":3799,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","esWorkLogoColorId":0,"esWorkLogoMonoId":0,"esWorkLogoColorUrl":"","esWorkLogoMonoUrl":"","footnotes":""},"sector":[],"class_list":["post-5131","work","type-work","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nFootasylum | Retail App | Apadmi<\/title>\n<meta name=\"description\" content=\"See how Apadmi transformed Footasylum's mobile app, delivering higher conversions, increased revenue, stronger loyalty, and a scalable platform for long-term retail growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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