A takeaway from the session, “Charlotte Russe: Push vs. Email vs. Text: Making the Most of Mobile Communication Tools,” was that it is critical to build a strategic framework that optimizes marketing communications based on customer behavior and what each channel is uniquely good at. The presentation pointed to how sending the same message to the same customer across push, email and SMS platforms is not just cost-inefficient; it also annoys and alienates customers.
“There’s a phone in the center, mobile is the center of our strategy,” said Kim Stromberg, head of mobile and omnimchannel for Charlotte Russe, a fast-fashion retailer of on-trend apparel, shoes and accessories at affordable prices based in San Francisco, CA.
Charlotte Russe, with more than 540 stores across the United States and Puerto Rico, targets women aged 15 to 27, in the middle-income, student or full-time employee bracket. With a rapidly growing ecommerce business across desktop, tablet, mobile Web and a mobile application, its typical customer is highly social and browses the company’s line as a leisure activity but still buys in-store.
Mobile is at the hub of the brand’s multichannel strategy, driving loyalty to the brand while developing and leveraging a 360 degree view of the customer. Mobile also allows using digital tools for in-store conversion and removing friction from the shopping journey.
Since the brand’s app was launched in November 2014, it accounts for more than 10 percent of its daily ecommerce traffic. The typical consumer visits the app at least once a week.
Up to 20 percent of app visitors engage with store related features each day including barcode scanner, store locator and store offers.