In the new omnichannel world of shopping, apparel retailer Charlotte Russe deploys a mobile app - visited 3 times more often than its desktop and mobile web sites - that boosts mobile, digital and store sales.
In 2014, Charlotte Russe Inc. knew it had an opportunity in mobile. The 540-store retailer of women’s apparel and accessories had seen its traffic from smartphones grow to the majority of all digital traffic, with its tablet and desktop sites accounting for the remainder.
82% of U.S. smartphone owners use their mobile devices to shop online or in-store, according to research firm eMarketer Inc., and 61% of time spent shopping online retail occurs on smartphones and tablets, mostly on smartphones, digital measurement firm comScore Inc. finds.
“Initially, we saw mobile apps as an opportunity to drive increased sales on smartphones,” said Kim Stromberg, Director of Mobile and Omnichannel at Charlotte Russe.
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“And that understanding evolved quickly to us realizing a mobile app was not merely an online commerce opportunity but a tool to drive our omnichannel business. The app could enable us to communicate with our best customers on the screens of their smartphones, as well as enrich their in-store shopping experience.”
And that’s exactly what a mobile app has done for Charlotte Russe. The retailer selected mobile commerce and mobile marketing technology vendor GPShopper to build and maintain its app and advise on mobile strategy. In November 2014, just in time for the holiday shopping season, the retailer launched its Apple iOS and Android smartphone apps.
Increase in-store revenue by over 300%
Over half a million app users within months of launching
85% of shoppers that downloaded the app opted into push notifications