Express offers loyalty on the go

Express is making payment and participation in its loyalty program easier to accomplish from a mobile device. The specialty apparel retailer is launching a new mobile app that includes full integration with its Express Next loyalty program and cardless payment functionality.



The app will allow customers to enroll in Express Next and have access to their loyalty points, available rewards and points needed to reach their next reward. Additionally, Express Next credit card holders can now have access to card balances and scan their smartphones to make cardless payments for all in-store purchases.



Cardholders can also make payments and view their credit card transaction history. New customers will be able to apply for an Express Next credit card directly in-app.



"We know that mobile devices are increasingly important to our customers," said Elizabeth Crystal, chief marketing officer at Express. "The main driver behind the mobile app upgrade was to enhance the overall experience with Express and present an app that is relevant to our most loyal customers, whether browsing, shopping, or engaging with the brand."



Other new features include a message center providing access to relevant and geo-targeted messages, videos, offers and news, as well as a social media section including video, blog content, Instagram feed, and the option to share product pages and content via SMS, email, Facebook, and Twitter.

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Also, the Shop Like a Pro styling feature allows users to scroll the latest fashion tips and trends, see what's new, customize preferences for the number of items viewed on a page, scan barcodes in-store to view product pages and view in-store inventory. There is also a store locator function.



Retailers such as Kohl’s have fully connected their loyalty programs to their mobile apps, and the emergence of mobile wallet solutions like Apple Pay and Android Pay are turning contactless card payment into a consumer expectation. Express is keeping up with the latest developments in retail apps while also providing omnichannel browsing and promotional features that help drive store traffic and purchases.