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Abercrombie & Fitch enters mobile commerceBy Giselle Tsirulnik
Abercrombie & Fitch has gone mobile with the launch of a new mobile site and an iPhone application, giving the retailer additional channels to drive sales through.
This news is further evidence of the fact that mobile commerce is becoming an important aspect of retailers’ mobile strategies.
“Our customers are shopping online and on their phones,” said a spokesperson at Abercrombie & Fitch, New Albany, OH. “It is important for us to take advantage of these new spaces and enable our fans to experience the Abercrombie & Fitch lifestyle anywhere, at any time.”
Abercrombie & Fitch is an American fashion retailer that focuses on casual wear for consumers ages 18-27. The brand has more than 300 retail locations in the United States and operates Abercrombie kids, Hollister Co., Gilly Hicks and RUEHL No.925.
The free Abercrombie & Fitch iPhone application offers a store locator that helps consumers find locations closest to them even while they are on the go.
Within the application, users can view Abercrombie & Fitch’s gallery of current marketing campaigns, and news and updates about where the brand is opening the next Flagship store.
Hee is a screen grab of the iPhone application:
There is also a section in the application called the A&F Mobile Store, which links users to the mobile-commerce enabled site that lets consumers browse and buy the brands apparel and accessories.
This is a screen grab of the Abercrombie & Fitch mobile site.
The mobile storefront is powered by Digby, which provides mobile commerce services to retailers such as Ghirardelli, Godiva and 1-800-Flowers.
The mobile site is being promoted on Abercrombie & Fitch’s Web site in the bottom right corner:
Abercrombie & Fitch’s mobile site includes a store locator and a contact page that easily connects consumers to an Abercrombie & Fitch representative.
Consumers can add items to their shopping bag and buy products with the click of a button.
Here is a screen grab of the Abercrombie & Fitch site’s shopping bag:
Mobile technology is really changing the retail customer experience. Abercrombie & Fitch realizes that mobile offers opportunities to engage with on-the-go consumers while providing a new channel to interact with the store environment, and strengthen the retailer’s brand.
Mobile-savvy consumers are now demanding more – not only from their mobile devices, but from the retailers they frequent as well.
According to a recent study released by Motorola at this year’s NRF event, the 2009 holiday shopping season marked a turning point for the usage and impact of mobile shopping technologies.
More than half (51 percent) of consumers across 11 countries used their mobile phones for in-store activities, such as obtaining product information, comparison shopping and finding relevant coupons, something completely foreign until 2009.
While Aberdeen Group’s mobile retailing research shows that 80 percent of retailers are aware of the mobile advantage when it comes to payments and loyalty-related benefits, many are just beginning to experiment with mobile programs.
With the launch of a mobile site and an iPhone application, Abercrombie & Fitch has proved it really understands consumers and the times that we are living in.
The company has a multichannel marketing strategy and markets via digital mediums, television and traditional print advertising as well.
“Our Facebook fan pages offer a similar brand experience [as the iPhone application and the mobile site],” the spokesperson said. “We want to be where our fans are hanging out, and join in on their conversations.
“We’ll be updating our app in a couple of weeks, so be sure to check it out,” she said.
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