Abercrombie & Fitch have tapped Dibby for some support in going mobile. The retailer selected the provider of mobile commerce solutions to build, manage and operate mobile storefronts for both its Abercrombie & Fitch and Hollister Co. brands.
A&F and its Hollister brand can expect to see availability of their sites on all Web-enabled devices, with rich application support, mobile marketing capabilities and in-store and proximity marketing capabilities.
“Providing our users with a superior mobile experience was a key driver for us in choosing Digby as a partner in our mobile initiative,” said Kristi Decker, Director, Online Merchandising for Abercrombie & Fitch. “Digby meets our high standards for delivering a consistent and positive brand experience, while utilizing a software platform that will scale with us as we expand into applications for the iPhone, BlackBerry and various Android devices. Mobile storefronts are our next step in extending the ultimate convenience and flexibility to our young, progressive customer base for whom mobile is a way of life.”
The rise of mobile commerce in retail continues to grow rapidly. According to the most recent Deloitte Annual Holiday Survey, 19 percent of shoppers this holiday season expected to use their phones to assist in their holiday shopping to find store locations, check prices, read reviews and make purchases. Apparel retailers such as Abercrombie & Fitch are on the leading edge of mobile commerce, second only to mass merchants in categories of online retailers that are entering the mobile channel.