How Femmella Increased Conversion by 2.4x and Drove 27.7% of DTC Revenue Through Its Mobile App

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About Femmella

Femmella has built a loyal customer base by creating contemporary fashion that balances comfort, versatility, and everyday style. As the brand scaled its DTC business, mobile increasingly became the primary touchpoint for customers discovering collections, browsing new launches, and making purchases.

While the website continued to drive traffic, the team recognized that their most engaged customers were spending more time on mobile. The opportunity was clear: build a dedicated mobile experience that could convert better, drive stronger retention, and create a direct relationship with customers beyond traditional acquisition channels.

However, their existing app infrastructure wasn't built to support that vision. To unlock the next phase of growth, Femmella needed a mobile platform that could provide a more seamless shopping experience, stronger retention capabilities, and greater flexibility for future growth.

That's where Appbrew came in.

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The Challenge: Converting Mobile Traffic into Long-Term Customer Relationships

As Femmella's mobile audience grew, the brand faced three key challenges that limited growth.

Mobile Conversion Was Leaving Room for Improvement

While customers were actively browsing products on mobile, there was an opportunity to reduce friction between product discovery and checkout. The team wanted a more conversion-focused shopping journey that could increase completed purchases while encouraging larger basket sizes.

Retention Relied Heavily on External Channels

Acquiring customers was only part of the equation. Femmella needed stronger tools to re-engage shoppers, recover abandoned carts, and bring customers back for repeat purchases. Without a dedicated retention engine, valuable customer relationships were being left on the table.

Existing App Infrastructure Limited Flexibility

Femmella was looking to move beyond the limitations of its previous app builder. The team wanted greater control over integrations, more flexibility in customer engagement, and a checkout experience that worked seamlessly with their existing Shopify ecosystem.

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The Solution: Building a Mobile Experience Designed for Conversion, Retention, and Discovery

Appbrew partnered with Femmella to create a mobile commerce experience that went beyond simply replicating the website.

The focus was on creating a channel that customers would repeatedly return to while giving the brand stronger tools to drive revenue and retention.

An Immersive Home Page and Fashion Discovery Experience

Appbrew designed a mobile experience centered around visual storytelling and product discovery. Customers can browse curated collections, explore new arrivals, discover trending products, and navigate seasonal launches through a highly visual interface optimized specifically for mobile shopping.

Rich video content across the home page, along with featured collections and clear categories, creates a more engaging discovery experience while helping shoppers understand styling, fit, and product details before purchasing.

Video Commerce Through Camera Roll

One of the most engaging parts of the Femmella app is the “Camera Roll” tab. The experience allows customers to browse short-form videos featuring styling inspiration, outfit ideas, and product showcases while seamlessly moving from content consumption to purchase.

By making discovery more interactive and inspiration instantly shoppable, Femmella transformed content into a powerful commerce channel.

Clear Category Navigation & Dedicated Trending Hub

To make product discovery more intuitive, Appbrew helped Femmella structure the app around clear category navigation and dedicated collection pages. Shoppers can quickly browse key categories such as Dresses, Tops, Shirts, New Arrivals, and Bestsellers without having to navigate through multiple layers.

The app also features a dedicated Trending tab that highlights new launches, seasonal collections, and high-demand products in one place.

Flexible Co-Ord Shopping with Independent Size Selection

Femmella's co-ord sets are among its most popular product categories, but customers often require different sizes for tops and bottoms. To solve this, Appbrew built a tailored PDP experience that allows shoppers to independently select sizes for each piece within a co-ord set.

By removing the need to purchase a single uniform size, the experience improves fit confidence, reduces purchase hesitation, and makes it easier for customers to buy complete outfits directly through the app.

Cart Goals to Increase Conversion and Average Order Value

To encourage customers to build larger baskets, Femmella implemented Appbrew's Cart Goals feature. Shoppers receive real-time incentives as they progress through their purchase journey, encouraging them to add more products to unlock rewards and benefits.

This creates a stronger purchase incentive while increasing both conversion rates and average order value.

Loyalty and Store Credits Through Flits

To strengthen customer retention even further, Appbrew integrated Flits directly into the app experience. Customers can access store credits and loyalty benefits without leaving the app, creating additional incentives for repeat purchases while improving the overall customer experience.

Personalized Retention Engine

Appbrew integrated WebEngage to help Femmella build a sophisticated customer engagement engine, enabling personalized push notification campaigns, abandoned cart recovery journeys, customer segmentation, and event-based targeting.

By creating more relevant customer communication, Femmella was able to bring users back to the app more frequently and drive stronger repeat purchase behavior.

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The Results: Turning Mobile Into a Major Revenue Driver

Following the launch, the app quickly became one of Femmella's strongest-performing channels.

2.4x Higher Conversion Rate

The app converts approximately 2.4 times better than the website, demonstrating the impact of a mobile experience optimized specifically for shopping.

10% Higher Average Order Value

The app consistently drives larger basket sizes, with customers spending 10% more per order compared to web shoppers. Features like Cart Goals, immersive product discovery, and a seamless checkout experience help encourage higher-value purchases.

30% Higher Repeat Purchase Rate

The app has become a powerful retention channel, delivering a 30% higher repeat purchase rate compared to the website. Through personalized push notifications, loyalty experiences, and targeted re-engagement campaigns, Femmella is able to bring customers back more frequently and drive stronger customer lifetime value.

27.7% of DTC Revenue Generated Through the App

The app now contributes 27.7% of Femmella's total DTC revenue, more than a quarter of the business, making it one of the brand's most important owned growth channels.

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Why Femmella Chose Appbrew

As mobile became increasingly important to the customer journey, Femmella needed more than a standard shopping app. They needed a platform that could combine conversion, retention, content, and customer engagement into a single experience.

Appbrew helped them achieve this through:

• A premium mobile shopping experience built for fashion discovery
• Shopify Native Checkout for a seamless purchase journey
• Cart Goals that increase conversion and basket size
• Native integrations with WebEngage and Flits
• Video commerce experiences that connect inspiration with purchase
• A mobile platform built for long-term growth

Today, the app serves as a high-performing revenue and retention channel, helping Femmella build stronger customer relationships while driving measurable business impact.