The purpose of this study was to explore the integration of a branded retail application in physical stores. Doing so, this study was conducted with a qualitative and abductive approach in the form of a case study focusing on H&M. The empirical material was collected through think-aloud observations and semi-structured interviews with 22 participants in total. The theoretical framework consisted of 6 aspects related to smart customer experience, including convenience and time convenience, personalisation, interactivity, control, usefulness, and involvement. Furthermore, the concept of the purchase decision process was also included in the theoretical framework. Five themes regarding the usage of the branded retail application in physical stores was found, including prior store visit usage and in-store usage, in-store information, selective information, visualisation of items in-store, and in-store communication. From this, it was concluded that using the app in-store provide several benefits depending on how the app is used. This leads to the conclusion that the app influences in different phases of the purchase decision process.