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Hollister Share2Pay Option, with Parents Paying Directly for Teens’ Purchases, Yields Nearly 2X Mobile Order Conversion

Hollister’s Share2Pay Option, with Parents Paying Directly for Teens’ Purchases, Yields Nearly 2X Mobile Order Conversion
Photo courtesy of Hollister

Hollister Co. has launched Share2Pay, a new payment option that allows the brand’s teenage customers in the U.S. and UK to share their carts from the mobile app with a buying party, such as a parent or guardian, who can complete the purchase. During testing that included a soft launch of the technology earlier in 2022, Hollister discovered that customers who shared their carts through Share2Pay placed orders at almost 2X the rate of other shoppers.

The Abercrombie & Fitch Co. subsidiary’s Digital Product and Experience team developed the solution, following research that identified a key pain point of teenage shoppers who lack purchasing power — while shopping the brand online they often left carts abandoned. Shoppers who use the Hollister mobile app can add products to their carts and select the Share2Pay option when they are finished browsing.

The technology sends a text message to the party who will actually pay for the items with an alert that an order is waiting. After clicking a link within the text, items are added to the buyer’s shopping cart within the mobile app, where the order can be reviewed and purchased. The option also allows the purchasing party to edit the sizes and colors of items or add or remove products prior to checking out.

“By listening to our customers and understanding the dynamic between the purchaser and wearer, we discovered a way to reduce friction,” said Samir Desai, A&F Co. Chief Digital and Technology Officer, who has led the company’s digital transformation, in a statement. “Introducing new patent-pending technology like Share2Pay allows us to make shopping for teens and parents easier. I’m incredibly proud of the fully in-house team that ideated and developed this new payment solution, which we believe will optimize our teens’ experience, while converting more mobile purchases. In line with our test and learn culture, we’ll continue to listen to feedback and iterate on this innovative technology.”

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