Toronto-based company Digital Retail Apps announced the roll-out of its mobile app SelfPay at LUX Beauty Boutique in Edmonton, Alberta, Canada. With SelfPay, shoppers can handle payment and look up product information on their own devices, enabling shopper-controlled in-store checkout from anywhere within a brick-and-mortar store. LUX Beauty Boutique announced it will host a SelfPay launch party at its store on Friday, Dec. 6. 

"Nothing stresses me out more than seeing frustrated faces in a slow-moving line," said Jennifer Grimm, LUX Beauty Boutique owner and chief visionary officer. "We are thrilled to launch SelfPay in time for the holiday rush and offer clients the ability to skip the line during the hectic shopping season."

According to the companies, SelfPay is a multi-retailer solution that enables shoppers at participating retailers to scan products in the store, view pricing and information, and pay for their purchase from their own device. With the SelfPay mobile app, shoppers skip the checkout line and leave with their items in hand as soon as payment is completed. Retailers can use the patent-pending purchase verification method to ensure that all items leaving the store have been paid.

To prepare for the LUX Beauty Boutique launch, Digital Retail Apps worked closely with Vend, a cloud-based POS provider, to fully integrate product information. The implementation of Vend ensures that LUX has one product database to maintain, and that shoppers do not see prices from competing retailers while in-store. 

SelfPay can be used at LUX Beauty Boutique on iPhone 4, 4S, 5, 5C and 5S devices running iOS7. An Android version will be released in early 2014. SelfPay’s second retailer, Toronto-based Gotstyle, will be featured in-app beginning January 2014. 

Read more about mobile payments in retail.