NEW YORK: An American Eagle Outfitters executive at the Mobile Marketing Summit: Holiday Focus 2013 said that even little upgrades to a mobile strategy can have a significant pay-off.
While the retail brand’s target audience is younger consumers who are among the biggest adopters of mobile, as a traditional mall-based retailer, American Eagle Outfitters had until recently lagged in embracing mobile marketing. This has begun to change, with small steps such as integrating loyalty coupons with Passbook resulting in big gains.
“It doesn’t take much to move the needle,” said Joe Megibow, senior vice president and general manager of omnichannel ecommerce at American Eagle Outfitters, Pittsburgh, PA. “You just have to listen and prioritize.
“We are not anywhere where we want to be right now, but we’ve gone from an average of 75 to 100 [ranking] in the app, but with these changes we are now sustaining in the 20s,” he said.
Want to publish your own articles on DistilINFO Publications?
Send us an email, we will get in touch with you.
“With some of the tweaks we’ve done, we have conversion up 65 percent.”
The Mobile Marketing Summit: Holiday Focus 2013 conference was a Mobile Marketer event.
Mobile first
American Eagle Outfitters is s leading bricks-and-mortar retailer with more than 1,000 stores in North America targeting 15 to 25 year old.
Mr. Megibow has a strong background in ecommerce and mobile and was hired to help American Eagle Outfitters address the way that its target audience is increasingly embracing mobile, social and digital channels.
Some initial steps had been made to address the changing consumer, Mr. Megibow reports that when he started in his new position, he found a startup-sized team dedicated to mobile with no process or governance.
Date: September 16, 2013