American Eagle looks beyond loyalty to drive omnichannel experiences SAN ANTONIO, TX – An American Eagle Outfitters executive at eTail West 2014 said that the retailer is working to move beyond loyalty to connect and track consumers across channels. During “The Keys to Omnichannel Success at American Eagle Outfitters,” the exec listed a few specific examples of challenges the retailer has encountered and the ways the company went about fixing omnichannel problems. With digital increasing from 13 to 25 percent of American Eagle’s revenue, incorporating multiple channels into the shopping experience is becoming more important for the retailer. “It’s increasingly challenging if we want to link customers from mobile, desktop, the store,” said David McBride, senior director of omnichannel analytics at American Eagle Outfitters, Pittsburgh, PA. “Our loyalty program is great for that, but it’s not quite enough. “These are things we need to focus on to give consumers an incentive to self-identify so we can give them a better experience across platforms,” he said. Omnichannel challenges One of the most common challenges with omnichannel is tracking consumers across platforms and trying to link customer IDs from mobile and desktop devices. A specific challenge American Eagle encountered was making sure email links led to the correct locations. American Eagle asks consumers to provide feedback after every transaction, but when a consumer clicked on the link on mobile it was leading to a page that said “Sorry you can’t do this on mobile but keep checking back.” That had been happening for 12 months, per Mr. McBrde, but after the retailer fixed the link, reviews per day went up 20 percent. According to Mr. McBride, around 30 percent of visits are on a mobile device, and almost 80 percent of emails are opened on mobile, up from 62 percent in 2012. This points to the large importance of getting it right on mobile and ensuring links work on the devices. Another...
Posted on: Mon, 17 Mar 2014 13:15:33 +0000
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