Hollister has today announced a new feature which will allow customers to share their digital shopping bag with with their purchaser, often in this case a parent, to complete the transaction.
Share2Pay is the first of its kind in the retail industry and has been launched in order to bridge the gap between how teenagers shop and how their parents pay.
Research conducted Hollister identified a key point of frustration in its customers’ buying process is that the majority of teenage consumers do not hold purchasing power.
Instead, their online shopping bags remain idle until they are in the same physical space as the payer. Hollister believes it has now addressed the issue with Share2Pay.
“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, Abercrombie & Fitch, Hollister’s parent firm, chief digital and technology officer Samir Desai said.
“By listening to our customers and understanding the dynamic between the purchaser and wearer, we discovered a way to reduce friction.”
“Introducing new patent-pending technology like Share2Pay™ allows us to make shopping for teens and parents easier.
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“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.”
In order to use the new payment option, Hollister shoppers simply add items to their digital bag as normal. When ready to complete the payment, the shopper can select “Share2Pay” before a link is sent via text message to a purchaser of the shopper’s choice.
The functionality also allows the purchaser to edit the bag for size or colour and add or remove items before checking out.
When testing the new feature, Hollister found that customers who shared their bag through Share2Pay placed orders at nearly two times the rate of other customers.
Share2Pay is available to all users the Hollister mobile app in the United States and the United Kingdom.
