Nivea unveils new mobile app to enhance customer experience

German personal care company Beiersdorf’s brand Nivea has unveiled a new mobile app as part of its loyalty programme ‘Nivea for me’.

The new progressive web app (PWA) is a platform-independent application and is accessible from smartphones and tablets.

Designed to improve user experience, the PWA features push messaging, home screen integration, offline use, intuitive navigation, and camera access.

Nivea's Germany digital marketing head Thorsten Schapmann said: “We very consciously chose a PWA over a native Android app. We want to be able to provide all mobile NIVEA.de users with easy access to our mobile services.

“With this innovative web technology, Beiersdorf is a first mover in the fast-moving consumer goods (FMCG) industry and once again highlights its strong consumer orientation.”

The web app provides shorter load times, update-on-use, and the integration of web payment, which allows users to avoid repetitive entry of data for payment.

Developed by Neveling.net, the app’s prototype has been presented at Google’s Developer Conference Google I/O, which is held from 17 May to 19 May in Mountain View, California.

Google's group product manager Alexander Komoroske said:  "It's great to see Nivea joining a collection of other forward-thinking companies around the world who are building progressive web apps to give their users the best possible experience on mobile web."

With focus on skincare, Beiersdorf portfolio includes a variety of brands such as Nivea, Eucerin, La Prairie, Labello, Hansaplast, Florena, 8×4, teas, atrix, Slek, and HidroFugal.

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Image: Nivea office at Haus Hamburg. Photo: courtesy of Beiersdorf.