Online wine retailer Virgin Wines has launched its first mobile app, which is now available on iOS and Android.

The application was designed to simplify browsing and discovery for customers and will offer limited-time deals as well as extra points on purchases.

According to the business, the new application also increases personalisation, featuring the new “wine cellar” tool, which allows customers to build a record of their wine journey.

Shoppers will also be able to rate bottles, revisit past purchases, save wines for later and re-order while receiving personalised recommendations.

Jay Wright, CEO of Virgin Wines, said: “We’re excited to launch our first-ever app, opening up a world of wine at our customers’ fingertips.

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“The app enables users to explore our range and select their wines more easily than ever, while providing enhanced functionality, increased personalisation and exclusive app-only offers.

“We also believe it will generate incremental sales from our existing members, as well as introduce an additional route to acquire new customers, representing clear progress against our medium-term growth strategy.”

The application aims to strengthen the brand’s customer engagement while changing its marketing approach and driving user experience.

This move is part of the online wine retailer’s medium-term growth strategy, which includes investing in technology enhancements as a key pillar.

This comes after Virgin Wines recently posted strong interim results for its first-half, seeing revenue increase from a peak trading period.