Article

Mobile Retail Monday: 'Create-A-Look' feature distinguishes PacSun iPhone App

June 13, 2011

Mobile Mondays is a weekly column on mobile apps by retail customer experience authority Mike Wittenstein. Each week, you’ll get a test drive of a leading retail app including pictures of key features and commentary on what works—and what doesn’t. If you want your store’s app reviewed, please send a request to mike@mikewittenstein.com. 

The PacSun app has one really cool feature beyond ordinary shopping. It lets you create and save entire looks (top, bottom, bag, glasses, shorts, shoes), then share them by email or Facebook with your friends. This feature promotes social shopping and encourages bigger baskets. The PacSun app is also well integrated with the company’s overall marketing and merchandising. Additionally, you can download the app and save 15 percent on your next purchase.

Review

The PacSun app is very clear about how to get the 15 percent discount for first orders on smartphones. It’s authentic, fair and easy to find. When new innovations are well integrated with established processes, customers get a good feeling about the brand.

The menu system is simple: five image-supported choices and five traditional system icons. Again, simple and straightforward. You simply can’t get lost using this app.

There is a difference between the women’s and men’s choices. Notice that the categories vary slightly, making shopping by gender much easier.

The way women and men shop for shoes is the same in the app, but the style selections are, of course, different.

The PacSun app also supports shopping by brand. It should show the logo and/or primary product line in addition to the alphabetical listing of the name.

The create a look feature is intuitive and easy to use. Just click on 'Build An Outfit,' then click on the line drawing of a top.

Choose from one of the products presented at the bottom of the screen. If you want to see additional items, just swipe your finger to see more. Click on one of them to see it appear in full color in the ‘Tops’ section on the top of the screen.Repeat the same process for bottoms.

It’s the same for accessories such as handbags and glasses. Shoppers can select hats and shoes as well, and enter a reminder-type description. The description shows up on the first 'Build An Outfit' screen.

The PacSun app sports a built-in price/inventory checker. This feature has become table stakes for most soft goods retailers.

Other commonly expected features are included under the 'More' option. These are traditional and won’t be included in this review.

Summary

The PacSun app improves the shopping experience by including the Create-A-Look feature. This feature is well designed technologically, but it’s design also fits nicely into PacSun’s marketing and merchandising strategy. Further social media enablement gives this app the potential to help the shopping experience go viral. We’re not talking ‘likes’ and ‘friends’, we’re talking sharing the experience and the follow on business that it brings. 

What's Good

• The navigation is clear, nearly intuitive.
• Every promise made is kept.
• The app is robust with features.
• The create-a-look feature is simply brilliant.

What's Not So Good

• Once you drop into any section, the look and feel of the operating system dominates and the cool PacSun vibe is noticeably missing.
• The scanner doesn’t recognize non-PacSun products.

What I Would Do

• Add some color to differentiate the secondary layers of the program.
• Use brand logos and/or product icons in the shop-by-brand section.
• Offer pre-selected looks, based on style, interest or body type, all of which can be customized.
• Blend the Create-A-Look feature with gift-specifying and gift-giving to allow for higher ticket sales by non-wearers.
• Add a social media enabled voting feature that further involves friends in the shopping experience.
• Allow scanning of other products (even out of category searches), but with a recommendation engine that offers this: “If you like product at XYZ, you’ll like PacSun’s ” with price/availability/shipping info.