Hollister is releasing a new app feature just in time for the holiday shopping season to motivate teenagers to finish their purchases.
According to The Wall Street Journal, the new Share2Pay™ feature enables young customers to share their carts with their parents so they can finish the payment. It tries to address one of the main problems facing the teen clothes company—teens who leave items in their shopping carts empty because they lack the money to finish them. Because teens are the brand’s target market, Abercrombie & Fitch Co. launched Share2Pay™ on their Hollister app so that they could email their parents a link to their carts.
Samir Desai, Chief Digital and Technology Officer of Abercrombie & Fitch Co., said, “Introducing new patent-pending technology like Share2Pay allows us to make buying for teens and parents easier. I’m extremely proud of the in-house team that came up with and created this new payment solution, which we feel will enhance the experience for our adolescents while converting more mobile purchases.”
According to the press release from Hollister’s parent business, Abercrombie & Fitch Co., research revealed that teenage clients’ online shopping bags frequently remained empty until the buyer was nearby the payer, who was frequently a parent or grandmother.
Share2Pay™ allows customers using the Hollister mobile app to explore the online store, add items to their cart, and then select the Share2Pay option to send a link to the payer through text message, bridging the gap between purchasing and paying. The customer can then click the link, check the items, modify the bag, and make a payment, according to the statement.
“By listening to our customers and understanding the dynamic between the purchaser and the wearer, we discovered a way to reduce friction,” Desai added.
In an effort to address a related issue, Amazon actually introduced a solution in 2017 that enables teenagers to use their own, parent-controlled login credentials to purchase on the company’s website.