J.Crew on Monday launched its first shopping app, breaking into the field of mobile eCommerce marketing.
The retailer’s app promises a faster checkout experience and personalized product recommendations, as well as exclusive access to collection and collaboration launches.
As one of the app’s main features, app users can also enjoy a 48-hour advance window to new launches. They will be able to experience this for the first time soon enough, with two upcoming collections scheduled for a 48-hour advance window on the app in July.
J.Crew’s app follows the introduction of the brand’s loyalty program "J.Crew Passport" in August 2022. The fashion brand’s strategy is to integrate the two, leveraging the J.Crew app as an extension of the loyalty program’s success.
“This app is an extension of that program to drive adoption from our most loyal customers, while also appealing to a new customer doing the majority of their shopping online,” said Derek Yarbrough, the chief marketing officer of J.Crew.
Considering that more than two-thirds of J.Crew’s online traffic came from mobile devices in the last year, the introduction of an eCommerce app is no surprise for the well-established brand.
J.Crew will promote the launch of its app through all marketing channels, including social media, email, SMS marketing, and in-store.
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The app’s release is the most recent of many changes the brand has made since CEO Libby Waddle took the reins.
As well as bringing new designers onboard, Waddle also pushed for the launch of a J.Crew eCommerce metaverse experience with the launch of a virtual store just last week. The J.Crew Beach House is “a whole new way to stop and explore our world, with immersive, print-filled rooms, a catalog covers game, and even a J.Crew Men’s boathouse.”
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J.Crew’s strategy towards digitalization is showing signs of success, as the company boasted a 30% higher annual revenue in 2022 compared to the pre-pandemic period.
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