American Eagle Outfitters (AEO) has been working hard to launch a responsive mobile app that was designed using a mobile-first perspective – this on top of launching a responsive web site, which is receiving positive results.
The driving force behind this decision is the VP of Digital Technology, Lance Wills, who understands that around half of their target market shops on their smartphones. Therefore, it might as well be easier for them to access AEO.
This new mobile-first application is a big leap for AEO because, as a native app, customers must make the choice themselves to download the app, which means that companies like AEO who release native apps must entice their customers to download it.
There’s a general understanding that only those who are truly brand loyal are likely to download this type of app. Those who do choose to download it end up with an overall better brand experience.