Digital efforts at American Eagle Outfitters have been on overdrive for the last few years, culminating in the recent launch of its first responsive mobile web app designed from a mobile-first perspective.
The mobile app is the latest in a series of digital accomplishments. According to Lance Wills, VP Digital Technology at American Eagle Outfitters, the apparel retailer launched its first “wholly owned” international web site in the fall of 2015, as part of its UK expansion.
Subsequently, “We launched a new responsive site in North America,” Wills reports. “We’re seeing incredibly positive results.” Responsive web sites provide an optimal viewing and interactive experience across a range of devices.
With this month’s news, however, American Eagle Outfitters (AEO) is doubling down on mobile. “More than 50% of our customers shop with their phone,” Wills explains. “Our goal is to take away the friction that often exists when shopping on a mobile device.”
Going Native
In addition to the web apps, AEO has also placed a substantial bet on its native mobile app. Native apps require a customer download, as opposed to the web apps that work within a device’s browser. “Our mobile-first focus has been critical for us,” Wills explains. “We want to integrate all channels in the customer journey.”
The greatest challenge with the native app is the fact that customers must take the step of downloading it, which means that only the most loyal customers will bother. In spite of this limitation, however, the app has become part of many consumers’ overall engagement with the brand. “Many customers research online before visiting store,” Wills explains. “It’s an opportunity to capture the customer in those moments that matter in the customer journey.”
Read the entire article at http://www.forbes.com/sites/jasonbloomberg/2016/03/22/mobile-first-drives-digital-strategy-at-american-eagle-outfitters/.
Intellyx advises companies on their digital transformation initiatives and helps vendors communicate their agility stories. As of the time of writing, Photon is an Intellyx customer. None of the other organizations mentioned in this article are Intellyx customers. Image credit: Mike Mozart.
