Mall-Based American Eagle Outfitters Finds Getting It Together In Mobile Matters

When Joe Megibow started work as omnichannel general manager at apparel chain American Eagle Outfitters (NYSE:AEO), he found a startup-size mobile team with no process or governance; separate customer records for SMS, push notifications, the loyalty program, co-branded credit card, email and POS; and many ecommerce operations that had been farmed out to third parties. The mall-based retailer had basically outsourced mobile and scattered the remaining pieces, and just pulling it all together was the first step. But despite the mess, "Mobile was just growing," Megibow told a conference last week. "We are already about a third of business on mobile—that is just how they are coming." He added, "I say, whether or not you think you are a mobile-first company, you are a mobile-first company." Story