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Aéropostale amplifies mcommerce efforts with new app, in-store iPad kiosk expansionBy Rimma Kats
The company’s in-store iPad kiosks will be expanded to a number of Aéropostale locations. The company tapped Usablenet to power the mobile app and iPad kiosks.
“Aéropostale is focused on using mobile technology to create a more engaging customer experience for its fashion-forward teen audience,” said Carin van Vuuren, chief marketing officer of Usablenet, New York. “The app also targets Aéropostale’s second audience – moms, who may be shopping on behalf of their teens.
“The app makes it easy to share information on outfits and items for purchase, and app users can email or share their wish lists for later action,” she said. “In addition to offering users an easy way to shop from their mobile device, the new mobile app offers features aimed to deepen engagement, including access to branded video content, the ability to scan products in-store to receive enhanced product descriptions and customer reviews, and a style guide that enables users to build their own outfits.
“This new mobile app and its recently launched iPad kiosk solution are both representative of Aéropostale’s overall philosophy of using new technology to create a broader brand experience for its fashion-forward teen audience.”
The new mobile app features a shoppable outfit style guide that lets customers view and purchase curated and complete seasonal and trending looks.
Consumers also have the ability to scan an item in-store to read enhanced descriptions and product reviews. Customers are also able to buy the item directly via their mobile device.
Moreover, the app gives consumers access to premium branded video content.
Mobile plays a big role for Aéropostale.
Mobile Web traffic represents roughly 36 percent of overall Web traffic to Aeropostale.com – up from less than 10 percent two years ago.
Furthermore, mobile Web traffic to Aeropostale.com has grown by a total of 167 percent over the last year.
Mobile revenues have grown from two percent of the business when Aéropostale launched mobile commerce in June 2010 to over 13 percent today.
Expanding its iPad kiosk initiative is a smart move for the company.
IPad kiosks serve as an effective way for retailers to enhance the in-store experience and increase customer engagement across all channels.
IPads can be used in-store in a variety of ways, such as aiding customers in finding alternate sizes and styles that may not be available in that particular store, allowing them to browse, explore, play, mix and match and discover more about a brand.
The iPad kiosks also serve as an assistive tool for sales associates to show customers digital look books and complete transactions from anywhere on the floor.
“In 2013, we are are already seeing a huge shift toward next-generation mobile sites,” Ms. van Vuuren said. “Customers want a mobile and omnichannel experience that is tailored to their specific interests and needs, and retailers must create personalized mobile experiences that accommodate such needs.
“We’re going to see brands start incorporating in-store mobile payments, mobile-only discounts and promotions and other next-gen mobile capabilities that will continue making it easier for consumers to browse, shop, explore and make purchases,” she said.
“Furthermore, tablets will continue their rapid rate of adoption and as a result, we’ll see the increasing need for brands to create experiences that are contextually-relevant and specific to the tablet channel, much like we saw with the smartphone.”
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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