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Vertical handbag retailer responds to customer shopping behavior with app

Dooney & Bourke, a vertical retailer of handbags and fine leather goods, is putting itself where the shoppers are.

After learning that 60% of its web traffic was coming from mobile, Dooney & Bourke decided to develop and launch its first-ever mobile app. Partnering with mobile commerce platform PredictSpring, Dooney & Bourke built a native mobile shopping app based on a Salesforce Commerce Cloud e-commerce experience.

The mobile app offers customers the ability to establish a style profile by answering in-app questions such as preferred bag style and color. This enables mobile personalization and also provides aggregated customer data that assists Dooney & Bourke with future product development and promotion strategy.

App users also gain access to campaigns featuring Dooney & Bourke products, such as the “Bag of the Week” drop offering new handbags styles to app users, as well as the “The 12 Days of Dooney,” which is a daily introduction of 12 new and limited quantity styles.

Dooney & Bourke is currently developing DooneyPay, a flexible mobile payment option that offers customers the ability to pay for their products with three installment payments.

“While our core competency is designing high-end handbags, we maintain a strong commitment to leveraging technology to enhance our customer experience," said Peter Beaugard, head of brand strategy of Dooney & Bourke. "As part of that commitment, we knew we needed a fast, personalized native app that would reward our loyal customers with unique product opportunities, promotions, and content. We look at 2019 as the year of 'social commerce' and we see the app evolving to incorporate more exclusive editorial content and live ‘limited edition’ sales.”
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