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Fashion forward: apps in fashion retailing

Annie Mariya Sam,    19 Feb 2014
Fashion forward: apps in fashion retailing

If you think apps are only for playing games and scanning QR codes, think again. Several apps in the retail space today take shopaholics on a virtual shopping spree where they can visually explore the stores and try out as many different products as they wish. These apps have succeeded where many others have faltered—making e-commerce a highly personalized, truly interactive experience.

Take Levi’s ® for instance. If you’re a woman looking for that most elusive of all items— a pair of jeans that fit perfectly—just use the app Interakt developed for this iconic retailer to find out which cut and style will give the perfect fit for your body shape. You can then drop by the retailer’s online store to purchase it. Who could have ever imagined buying a great pair of jeans without leaving the comfort of your living room?

Using apps for a collaborative shopping experience doesn’t stop at trying on clothes. The possibilities abound: if you can imagine it happening in a retail store, an app can almost surely make it happen anywhere.

For example, a skincare company can do wonders with an intuitive app that helps shoppers to choose and try out different shades of makeup based on their skin tone and the color of their outfit. Shoppers who use such an app often do more than simply purchase the retailer’s wares. Often, and, more importantly, they promote it using built-in social media support to tag a product, share it, and seek inspiration. One of Christian Louboutin’s apps allows consumers to view a catalog of its current collection, create a wish list, share images on social media channels, and locate the nearest boutique.

Here are just a few reasons why fashion retailers should consider custom apps for creating collaborative shopping experiences:

Easier, more effective cross-selling. Retailers can customize their sales processes based on each customer interaction. While a customer explores different products, the retailer can drive sales of related products. Brands like DKNY offer fashion styling tips through their apps and then enable the customers to purchase the related products.

Faster, interactive sales cycles. Retailers can push notification messages about offers, new products, special discounts, and news that reach shoppers instantly, and shoppers can make purchases instantly even when they are on the go.

Faster conversion. In more than one way, shopping apps are evolving as a perfect communication tool for connecting with customers. Already a touch point for seamless brand positioning, apps open up a new avenue to engage with brand enthusiasts and tech-savvy customers quickly. According to a study by the New York-based Luxury Institute, 71 percent of respondents feel better connected to luxury brands that have an app.

Capitalize on the trend

Any brand that seeks to lead the market needs to keep up with the lifestyle changes of its target audiences. With the exponential growth of m-Commerce in the last two years, smart fashion brands have followed suit and leveraged mobile devices to deliver added value and an enhanced shopping experience. Neiman Marcus, for example, offers an app that lets customers know which of their favorite sales associates are on the floor at any given time.

If you are a retailer who wishes to compete with other giants in the industry, drop us a note and Interakt can help you gain a significant competitive advantage by creating engaging apps that deliver personalized shopping experiences to your customers.

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