Google positions Nivea mobile app innovation as ‘best practice’

The Progressive Web App (PWA) from Beiersdorf-owned Nivea is set to be rolled out this summer as part of the brand’s loyalty programme ‘Nivea for me’.

Alexander Komoroske, Group Product Manager Google 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."​

What’s a PWA, and why choose it?​

Unlike the ‘native apps’, from app stores like Google, Apple or Amazon, PWAs are platform-independent applications, which can be accessed from all common smartphones, tablets or other mobile devices.

Nivea says its PWA was a deliberate choice as it looks to access as many mobile users among its consumer base as possible.

“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​,” says Thorsten Schapmann, Head of Digital Marketing NIVEA Germany.  

“With this innovative web technology, Beiersdorf is a first mover in the FMCG industry and once again highlights its strong consumer orientation.”​

The company says that already, more than half of NIVEA website users are accessing it via mobile.

What’s special about Nivea’s PWA?​

Nivea’s new app, according to the brand, includes all key features of a native app, like 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.

On otp 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.

Schapmann says that these features allow Nivea’s app to offer consumers “an innovative and seamless user experience including web payment for fast and convenient mobile checkout​.”