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The app links to the retailer’s loyalty program, CRM system, catalogs, e-commerce, and social media
GUESS introduced a new, highly interactive, mobile app that delivers shopping conveniences such as personal customer service, the latest store and fashion updates, and omni-channel shopping. GUESS partnered with MicroStrategy to develop the fashion store’s new app. MicroStrategy combined multiple features in the mobile platform — links to Guess’ loyalty program, customer relationship system, e-commerce, catalog systems, and social media links.
With the app, “GUESS List” members can connect to their accounts without any cards in hand. In addition, they receive customized offers, introductions to new products, and invitations to events through the in-app newsfeed. Non-members can also use the app for browsing and shopping. GUESS rewards members earn loyalty points for purchases and for connecting to their social media sites. For example, just by “liking” the GUESS Facebook page through the app, the customer earns 10 points.
The mobile app also provides GUESS with new opportunities for marketing. The app’s Alert platform allows GUESS to send promotions and offers immediately, based on customer location. The retailer also can engage with customers on a personal level by displaying merchandise through high-resolution images and video, based on the customer’s fashion preferences. GUESS can also cross-sell and up-sell products according to customer’s data of recent purchases.
With 50 percent of users no longer using a downloaded app within a month, and 65 percent losing interest after three months, however, apps need to provide incentives to keep customers engaged. COO at GUESS, Michael Relich, is optimistic in the capabilities of the app for both customers and the brand, “E-commerce and mobile commerce have become vital parts of the GUESS business, and we are very confident that our Alert app will help us fuel future growth in these areas.”
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