Steve Madden's Mobile First App Strategy Success

Posted by Elizabeth Hoffman on Sep 14, 2016 1:30:00 PM

Steve-Madden.pngThis week, Total Retail sat down with Steve Madden's President of E-Commerce, Mark Friedman, to discuss how the brand is leveraging their newly launched mobile app to win over customers. Since launching the app in April, the app has been named as one of the "Most Loved Shopper Apps" by Internet Retailer, and for good reason.

At a time when retailers are struggling to gain profits, Steve Madden is doing quite well. Friedman attributes this to the leadership of Steve Madden himself and the company's ability to interpret trends for customers and deliver products to market in a timely manner. Part of this, is their ability to do so with a 'mobile first' app strategy and mentality at the company.

So, why choose to go with a mobile first strategy, why is that the priority at Steve Madden? Steve Madden noticed that smartphone traffic throughout the retail industry and specifically to their site, continued to grow. As a result, they began to think about what that customer experience was like coming from smartphones, how they were navigating the mobile site, engaging with the brand and more. Naturally, Steve Madden wanted to put their best, designer shoe, forward!

Building a native app to meet the customers where they are, on their phones, was a "natural choice" for the brand, simply because they knew the capabilities they wanted to bring to market could only happen through a native app built by GPShopper. They wanted an app that would bring a faster experience to customers. They also wanted to include engaging content in a way that couldn't happen with mobile web, which lead to the unique "Steve Mag" feature on the app. The feature marries content and commerce by using beautiful imagery and engaging content that links directly to products for easy purchase and checkout.

Since launching the app, Friedman says they've been pleasantly surprised at the customer engagement levels, number of downloads, increased revenue conversions and much more.

Learn more about their successful mobile first approach. Listen to the insightful podcast with Total Retail by clicking the link below. Make sure to also connect with one of GPShopper's mobile strategy experts at this year's Shop.org, booth #3006.


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Topics: Mobile Marketing, Mobile Apps, Mobile Commerce, Omnichannel Retail

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