Mobile Commerce Daily – Apparel retailer Express is transforming its mobile application into a shopping companion that merges social media, loyalty, payments and geotargeting into a singular location as it gears up to maximize sales during the upcoming holiday season.
The chain is also integrating the app with its loyalty program, Express Next, to enable shoppers to easily enroll, access accumulated points and gain available rewards while on-the-go. Consumers who hold a credit card with the brand may engage in contactless payments in-store by scanning their smartphones, suggesting that more mass-market retailers will follow this strategy.
“During the holiday shopping season, consumers are time-starved,” said David Naumann, director of marketing at Boston Retail Partners, Boston. “Simplifying the shopping experience with valuable features on mobile apps will be embraced by shoppers and help drive incremental sales.
“According to comScore, 77 percent of U.S. adults now own a smartphone and they are increasingly using mobile devices for shopping, researching products, getting feedback via social media and paying for purchases. Express understands that mobile apps are a critical component in delivering a personalized, seamless shopping experience and it is responding to customers’ new expectations.”