An app will be designed as the long term marketing plan, it's launch will coincide with the opening of the flagship store and will be available to download on iPhone and android phones (and other Chinese competitors).
The app will have a combination of functional duties as well as am area called MCQ world, where customers can experience everything the brand is about, from songs and short films to celebrity pictures and seasonal styling advice.
Functional areas will include store location, offers to redeem in store and an option to reserve products in your local store. It will link to WeChat or Weibo for any personal conversations a customer wishes to have with MCQ. iBeacons will be placed around the store to guide customers to pre selected product or send them exclusive offers when they get close to a product that they have already browsed on the app.
The need for an app derives from the understanding that customers in China are using their phones in store to search for better deals or purchase similar product on Taobao. We aim to provide customers with exclusive offers and content they can't ignore while in store, offers can't be matched online and will be tailored to individuals based on their browsing behaviour.

Research has shown the app would cost approximately $20,000 for a fully integrated platform, including seasonal updates and bug fixes. MCQ HQ would work with the social media manager and a digital agency to produce the app which would also be multilingual - Mandarin Chinese and British.
As the brand grows, the app will grow too and could go on to explore how customers are interacting with MCQ abroad.

App design