Hollister has integrated a new Share2Pay option on its mobile application, allowing consumers to share their digital shopping bag with the person who agrees to purchase it for them (ex. parents, grandparents). The Hollister team identified a problem in its consumers' purchasing behavior as the fact that the majority of teenage buyers lack purchasing capabilities. Instead, until customers are in the same physical place as the payer, their online purchasing bags stay inactive. Share2Pay was created by the Digital and Product Experience team to address this problem.
"Hollister has been at the forefront of creating seamless shopping for our teen customers and we’re excited to officially add a new payment functionality to our suite of tools. By listening to our customers and understanding the dynamic between the purchaser and wearer, we discovered a way to reduce friction," said Samir Desai, CTO, at Hollister parent Abercrombie & Fitch Co.
Shareable Purchase Features
Fashion Retailer Hollister Has Launched Its New Share2Pay Option
Trend Themes
1. Shareable Purchase Features - Fashion retailers should explore the integration of shareable and collaborative purchase features in their mobile applications to address the purchasing capabilities of their target young consumers.
2. Digital Shopping Bags - Utilization of digital shopping bags can become a trend in fashion retail that increases customer engagement and convenience, as well as encouraging sales.
3. Payment Functionality - Incorporating new payment functionalities like Share2Pay in online fashion retail can create a loyal customer base among young shoppers.
Industry Implications
1. Fashion Retail - Fashion retailers, especially those catering to young shoppers, can implement shareable purchase features to disrupt and innovate the online shopping experience.
2. Mobile Applications - Mobile application developers can explore the trend of collaborative shopping by integrating shareable purchase features in their apps.
3. Payment Technologies - Payment technology companies can innovate by developing new payment functionalities that cater to the purchasing behaviors of young shoppers in fashion retail.