Aéropostale® is an American apparel and accessories brand that is primarily mall-based and targets 14 to 17 year-old teen shoppers. This group of shoppers is tech-savvy, glued to their mobile phones not only for social reasons, but also to browse and shop, connect and share, and overall engage with their favorite brands.
Aéropostale recognized the importance of mobile early on and partnered with Usablenet to invest in mobile technology to drive the customer experience and increase brand engagement. The goal with mobile is to increase customer engagement with the Aeropostale brand and deliver unique brand experiences across multiple digital channels, including inside the store. “We hit a point where we had strong brand loyalty among our audience, but required a reliable way to spur interaction and engagement with these valued customers. When we realized that our next step was to expand into mobile and cross-channel, we chose Usablenet as our platform partner to help us achieve success in the mobile space,” said Jacob Hawkins, VP of E-Commerce at Aeropostale.
Aeropostale, in partnership witih Usablenet, has made strong progress in its goal of delivering multi-channel engagement choices to customers. Its first foray into mobile was in 2010 with the launch of a mobile optimized site which offered browsing and buying functionality, as well as the ability to find nearby store locations. In 2012, the site was refreshed to add next-gen functionality, improved navigation and streamlined check-out with PayPal Mobile Express Checkout.
Native apps for iOS and Android made it possible to browse and shop both the Aeropostale and P.S. brands within a single app. Additional functionality included using the camera for product scanning and increased ability to push promotions and coupons to users.
As part of the evolution of the in-store shopping experience, Aeropostale was early to recognize the importance of mobile in the store. Tablets were deployed as kiosks in a number of Aeropostale stores, powered by an iOS tablet app. The tablet app has six core functionalities that engage the user with branded content and enable online shopping in the store. Customers can watch curated videos of seasonal styles and trends, view and shop looks in the Style guide or create complete outfits with Outfit-builder that they can then buy in-store, share on their social networks, or send to friends.
Aéropostale is a brand that has leveraged mobile and multi-channel to better engage with their customer base and drive revenue. Mobile traffic represents more than 36% of overall web traffic to Aeropostale.com, up from less than 10% when the first mobile site launched. Aeropostale apps are rated four stars and higher in the App Store and on Google Play. E-Commerce accounts for over 10% of all sales for Aeropostale, and m-commerce is a significant part of this.
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