Abercrombie & Fitch hires Digby to manage mobile commerce sites
The firm is operating two mobile storefronts for the brands as part of the agreement, which was announced this week. “Mobile is emerging as a new channel for selling their products and engaging their customers, so this is an opportunity for them to build out a mobile channel strategy,” said David Sikora, founder and CEO of Digby.
The mobile commerce sites feature special products and tie to Abercrombie's e-commerce fulfillment system. The portals, introduced at the end of the holiday shopping season in December, will continue to add new features. Both mobile sites target a young demographic.
“We're seeing a redistribution of tasks from the Web to these hand-held devices, particularly with the younger demographic that lives on their smartphones,” explained Sikora. “One of the benefits of having a separate platform for mobile vs. the Web is you have the flexibility to do mobile-exclusive specials that might only be available on the handset.”