Article in Internet Retailer
Written by Matt Linder
If you build it, they will come. And possibly buy.
That’s what apparel chain Charlotte Russe Inc. hoped for when the retailer launched a mobile app a year ago this month to complement the mobile website it launched in 2012. Sejal Solanki, the retailer’s director of digital experience and product development, says the retailer had never had a problem attracting visitors to its mobile-dedicated website, but hoped the app would lead its loyal customers to spend more when shopping on their mobile phones.
The problem: The retailer’s customer base consists largely of women ages 18-24, a customer demographic that spends a lot of time on their smartphones. Data from Salesforce.com Inc.’s ExactTarget shows that 90% of consumers within that age range consider smartphones an integral part of their daily lives. And the customers of Charlotte Russe, which sells both through physical stores and online, are no exception.