Abercrombie & Fitch hires Digby to manage mobile commerce sites

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Abercrombie & Fitch has hired mobile services firm Digby to build, manage and operate mobile storefronts for its Abercrombie & Fitch and Hollister Co. brands. 

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.”

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