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Abercrombie targets Millennials with digital wallet

Abercrombie & Fitch Co. is launching a new payment option to better engage its Millennial customers.

On Tuesday, Aug. 7, the apparel retailer integrated the person-to-person money-transferring platform Venmo within its mobile apps. Venmo will be featured among the payment options in the customer's shopping bag on both the Abercrombie & Fitch and Hollister iOS and Android apps.

A&F Co. is the first specialty retailer to offer customers the ability to purchase products directly though their Venmo account, according to the company.

The mobile apps, which are available in the Apple App Store or Google Play Store, are the company’s fastest growing digital channel across its brands. In addition, mobile app customers visit the brands twice as often as its average web customer, A&F Co. reported.

By adding Venom, A&F Co. is giving younger customers, including Millennials and Gen Z shoppers, the ability to pay for purchases.

“We are excited about our Venmo integration, as we know Venmo is an increasingly popular payment option among our Millennial and Gen Z customer bases,” said Joanne Crevoiserat, COO of Abercrombie & Fitch Co.

“As a company, we aim to provide engaging, seamless brand experiences, from product discovery through to checkout and fulfillment,” she said. “Adding Venmo as a payment option supports that goal, and is a powerful addition to our popular, highly rated apps.”
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