American Eagle Outfitters has launched a mobile commerce program. The new channel enables customers to browse and buy from the apparel marketer, as well as take advantage of the company’s Find a Store and Wish List functions.
“We know that AE customers are using their mobile devices for just about everything, from communication to entertainment,” said Mike Dupuis, VP of marketing and digital channels, in a statement. “Mobile commerce is still in its early stages, but as an early adopter of technology and a leading lifestyle brand, it is important to AEO to be among the first to offer it to customers as another way to interact with our brands.”
The mobile channel is becoming increasingly important among American Eagle’s target demographic – 15 to 25 year-olds.
Since November 2008, American Eagle has had an opt-in SMS texting program in which customers sign up to receive targeted messages about special offers, new product introductions and promotions on their mobile phones. According to American Eagle, hundreds of thousands of customers have opted in.
Using the new system, customers can look up the store nearest them, complete with a detailed map and directions. They can access Wish Lists from their mobile devices to assist with shopping in the store, or purchase directly from their mobile device. They can also e-mail their Wish Lists directly to a parent, friend or relative.
