Express unveils loyalty-focused app

Apparel chain Express (NYSE:EXPR) unveiled enhanced loyalty features for its mobile app. Now Express app users with iOS or Android will have an improved mobile shopping experience that includes a fully-integrated loyalty program, Express Next.

Express Next loyalty members can enroll, access points and rewards, and shop via the improved app. In addition, Express Next credit card holders can access their card balances and scan their phones to make cardless payments for all in-store purchases. Shoppers without a card can apply for one directly in the app.

"We know that mobile devices are increasingly important to our customers," said Elizabeth Crystal, chief marketing officer at Express. "The main driver behind the mobile app upgrade was to enhance the overall experience with Express and present an app that is relevant to our most loyal customers, whether browsing, shopping, or engaging with the brand."

Additional features include access to relevant, geo-targeted messages, videos, and exclusive offers from Express. Also, the app's dedicated social media section will feature video, EXP Life blog content, and access to retailer's YouTube videos and Instagram feeds. The section also gives users the ability to share product pages via text, email, Facebook, Twitter and other social media sites.

Finally, a new styling feature allows users to access the latest fashion tips and trends, then scan bar codes in-store to view product pages and in-store inventory of these items.

Express has been active in creating digital content and promotions to drive mobile traffic and purchases. Last summer, the specialty retailer launched a back-to-business contest that used mobile technology to promote menswear and invite user participation. Just a few months prior, the company utilized RMM technology to deliver a mobile-based scratch-and-win sweepstakes at the grand opening of its flagship store in New York City's Times Square.

*This story originally appeared in FierceRetail's sister publication, FierceMobileRetail.

For more:
-See this Express press release

Related stories:
Express launches mobile back-to-business campaign
Express CEO Michael Weiss to retire in 2015
Express to close 50 stores after poor quarter
Express opens first of 30 planned factory outlets
Express pours high-tech investment into Times Square store

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