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Finding the right brew with TWG Tea's new mobile app

Nurdianah Md Nur | Feb. 18, 2014
The mobile app enables consumers to learn more about the company’s offerings as well as purchase their desired items through their mobile devices.

TWG Tea mobile app
TWG Tea's mobile app

Finding the right tea for the right occasion or person can be a daunting task when you are faced with a selection of over 800 fine harvests and tea blends. Understanding this, Singapore-based luxury tea brand TWG Tea is rolling out its first mobile app for Apple and Android devices in Singapore this week.

The app will enable customers to browse through the full range of TWG Tea products, including tea accessories, tea candles, and tea-infused desserts such as jellies, sugars and chocolates. Customers can also narrow down their selection through a keyword search, predefined filters or by browsing recommended items based on preferences, taste or viewing history.

Doubling up as the company's mobile commerce (mCommerce) channel, the app allows customers in Singapore to purchase their desired items via their mobile devices, said Maranda Barnes, TWG co-founder and director of Communications & Business Development. With a minimum spend of S$100 (US$79.40), the items will be delivered to anywhere in Singapore for free within two days after the order is placed.

The mCommerce function of the mobile app is currently only available for customers in Singapore. However, these customers can use the app to purchase items for their friends and families residing in other countries as TWG Tea ships to over 60 countries across the globe, said Barnes. Even though a flat rate delivery fee will be charged to orders outside Singapore, the value added taxes will be absorbed by the company, added Barnes.  

It is interesting to note that TWG Tea is diving into mCommerce before developing its e-commerce channel. When asked the reason for the move, Barnes said that the mobile app enables the company to better target "young customers who increasingly spend more time making lifestyle choices on their mobile devices."

According to Barnes, a test version of the mobile app was launched just before Christmas last year. The app was well-received as it managed to garner over 10,000 downloads. Encouraged by this success, the company plans to roll out country-specific mobile app to 12 countries by the end of this year.


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