American Eagle Outfitters In-App Merchandising Key Element In Omni-Channel Strategy

American Eagle Outfitters is expected to see a surge in mobile-commerce sales this holiday season. According to Mobile Commerce Daily, the clothing and accessory retailer is investing in enhanced product merchandising in its mobile applications. New updates include pinch and zoom on product pictures as well as the ability to read product descriptions on every product page by swiping up.

Below, Anne Sophie Hurst – a senior client services director at Fluid Inc. speaks about her analysis with mcommerce and teenage apparel stores.

Mobile-savvy shoppers

Mobile commerce continues to be the fastest growing area of ecommerce and while its percentage of overall retail is still relatively small, if retailers do not have a strong mobile app experience they risk losing mobile savvy customers

Recognizing that teenagers are among the most advanced shoppers on mobile, the American Eagle Outfitters app places a big emphasis on enhancing the shopping experience.


Enhanced personalization

One strategy American Eagle Outfitters and other retailers are likely to employ during the upcoming holiday season is a greater emphasis on personalization in their apps.

Fast-moving retailers will also be taking advantage of Apple’s release of its latest software update – iOS 8 – and its new phone, the iPhone 6, to enhance the mobile app shopping experience before the holidays.


App-based promotions

One strategy American Eagle Outfitters has seen success with is app-based promotions enabling shoppers to earn a discount they purchase in the app or show the app in store. An American Eagle Outfitters executive speaking at eTail West 2014 earlier this year reported when the retailer tried this strategy, it led to a tenfold increase in app downloads and the app ranking No. 2 in the Lifestyle category (see story).

As American Eagle Outfitters and other teen retailers continue to fine-tune their mobile app strategy, one area of focus is likely to be enhancing the social shopping capabilities.

Read full article here

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