Beiersdorf-owned skincare brand Nivea has announced that it presented a new Progressive Web App (PWA) at the Google I/O Developer Conference.
The new app, which aims to be published this summer, is part of Nivea’s loyalty program ‘Nivea for Me’.
The PWA will be completely platform-independent and will be available to all common smartphones, tablets or other mobile devices.
The introduction of the app comes as internet usage on mobile devices continue to increase. According to information provided by StatCounter, mobile usage is outpacing desktop usage worldwide. Nivea reports that more than half of the users already access its website from a mobile device.
Thorsten Schapmann, Head of Digital Marketing Nivea Germany, 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 FMCG industry and once again highlights its strong consumer orientation.”
Alexander Komoroske, Group Product Manager Google, added, “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.”
The new Nivea web app offers consumers all the important features of a native app, such as push messaging, home screen integration, offline use, access to camera features for an easy sales receipt upload as well as a general user experience designed for mobile use and intuitive navigation.
Furthermore, the PWA also offers additional features such as shorter load times, update-on-use, and the integration of web payment, a mobile payment method in which users do not have to enter their data every time they pay.
Nivea used a prototype of the app at the Google I/O, which already had integrated some of these features.
Schapmann concludes, “We therewith provide our consumers an innovative and seamless user experience including web payment for fast and convenient mobile checkout.”