Charlotte Russe Shoppers Overwhelmingly Opt In to GPShopper’s Push Notifications
In April, San Diego-based young women’s casual clothing chain Charlotte Russe partnered with proximity retail platform GPShopper on building out its online-to-offline strategy around the idea of the retailer’s regular “Appy Hour” promotions. The “Appy Hour” offers discounts on purchases made in Charlotte Russe’s mobile app or in stores, and a key part of its plan rested on the use of push notifications designed to drive sales and store visits.
From the Hot 100 feature:
Looking for a way to get its mobile visitors into its stores, Charlotte Russe in April launched a marketing campaign targeting its many app users. The retailer held one of its regular “Appy Hour” promotions, offering discounts in its mobile app or in stores. However, this time only app users were notified of the promotion, via an app alert.
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.
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.
They were challenged with the desire to bring enhanced personalization to their customers and wanted their loyalty members to receive instant push notifications of rewards earned and other exclusive offers conveniently via their mobile device.
Originally, PacSun had a mobile wrap but knew that in order to deliver loyalty to their customers successfully, creating a native mobile app was the right approach. To do this , they had GPShopper build the app and utilized their Demandware cartridge to complete the integration to their commerce loyalty program. Since launching the app this summer, app downloads and visitors have increased tremendously and the app now ranks consistently in the top 50 lifestyle apps.