American Eagle Outfitters launches mobile commerce

Pittsburgh American Eagle Outfitters Thursday announced the launch of its mobile commerce program. In addition to browsing and buying, customers can now experience expanded functionality of the site from their mobile devices.

“We know that AE customers are using their mobile devices for just about everything, from communication to entertainment,” said Mike Dupuis, VP marketing, digital channels, AEO. “Mobile commerce is still in its early stages, but as an early adopter of technology and a leading lifestyle brand, it is important to AEO to be among the first to offer it to customers as another way to interact with our brands.”

Mobile devices are growing rapidly as a means for consumers to access the brands they love, particularly among AE’s demographic of 15- to 25-year-olds. Since November 2008, American Eagle Outfitters has had an opt-in SMS texting program in which customers sign up to receive targeted messages about special offers, new product introductions and promotions on their mobile phones. This program has been highly successful. Hundreds of thousands of customers have opted in to date, and those numbers are increasing daily.

The chain has partnered with Usablenet, New York City, a mobile Web platform for leading brands to offer this functionality. The company offers a universal solution, supporting all Web-enabled devices, carriers, mobile browsers, screen and file sizes, and technologies.