Levi’s will create a localized Mexican version of its in-store associate BackPocket app, already in use in 14 countries including the U.S., Canada and a number of European nations. The app allows associates, which Levi’s calls stylists, to access customers’ Red Tab loyalty program accounts (with their permission), giving the stylists the data they need to make better recommendations. BackPocket also provides information on local inventory in real time, allowing the associate to provide an “endless aisle” experience for shoppers.
When shoppers permit access to their loyalty accounts, stylists can make recommendations based on previous purchases as well as integrate customers’ loyalty benefits, such as earned coins or birthday rewards, into the current shopper journey.
In addition to the Mexican app, scheduled to debut later this year, Levi’s also is planning to integrate digital returns and exchanges into BackPocket to streamline checkout processes. And the brand is planning to tackle fit and size issues in bigger ways, including the addition of a digital lookbook that will help stylists guide shoppers through common pain points.
“Every interaction with a fan, regardless of channel, is an opportunity to build loyalty and distinguish ourselves from the competition,” said Jason Gowans, CDO at Levi’s in a statement. “We must create impactful and meaningful experiences at every touch point, every time. This is why tools like our BackPocket app are essential for our stylists to deliver the exceptional Levi’s shopping experience our fans expect and love.”
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