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Attaining a greater level of 1-to-1 personalized customer engagement is a priority at New York & Co. and, through a new partnership with shopkick−leading shopping app that makes in-store shopping more personal and rewarding−company officials hope to reach that goal.
In more than 170 New York & Company stores across the country, the company’s fashion-forward customers can now earn “Kicks” for walking in, visiting the dressing room, and making purchases in-store. Shopkick will install at least two shopBeacon devices in participating New York & Company stores – one at the front door to reward customers for the simple act of visiting the store, and another at the dressing rooms, to reward customers for trying on clothing. New York & Company’s affordable apparel and accessories are targeted to fashion-conscious females, who are interested in receiving rewards as well as information on deals, fashion trends and more.
Milton Pappas, Chief Digital Officer for New York & Company, told Loyalty360 that increased personalization is a high priority.
“One of the biggest selling points for us was that shopkick is not only well-positioned to help us drive more store walk-ins, but also help connect 1:1 with our customers and incentivize them to try-on more of our selection while in-store,” Pappas explained. “Utilizing shopkick’s platform, we’ll be able to better engage and connect with our customers by incorporating this technology into our existing omnichannel engagement strategy and platforms.”
Listening to customer holds the “highest importance” at New York & Company.
“We are committed to adding value for our customers and making them aware of new items they may not be aware and offers they may be interested in, wherever they are located and on whatever device they are using," Pappas said. "That’s where the importance of solutions like shopkick come into play, supporting our CRM and augmenting the ways we connect and communicate with our customers. One of the most interesting aspects of our partnership with shopkick has been the Lookbooks that users browse in the app, which shows not only how the New York & Company brand resonates with these consumers, but also which product assortments that they’re most interested in and are likely to seek out when they go to our stores.”
Pappas described how technology has impacted New York & Company.
“We look at this as an AND world, not an OR world,” he explained. “It’s not just about ecommerce, or about the app, or the stores. It’s about using digital spend to drive customer experience and business KPIs across ALL of these. And the fact is our customer wants this type of relationship with the brand. We believe this omnichannel approach is essential for our growth and success, creating loyalty with existing customers and bringing new ones to our stores. Partnerships like shopkick help us accomplish this by supporting out-of-store awareness through rich content experiences in their app, plus targeted location-based messaging to drive people to stores, and beacon technology that drives engagement and shopping activity in stores.”
New York & Company customers have historically responded positively to its tech-enabled offerings.
“It’s still early, but since the launch of our shopkick partnership in early June, we’ve already seen high levels of engagement in our content in the app, as well as increased store walk-ins and fitting room visits,” Pappas said. “This signals that our customers are interested in hearing from New York & Company in this new channel and are embracing the augmented shopping experience in our stores.”
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