Hollister has launched a new feature on its mobile app that allows customers to share their digital shopping bag with their purchaser, such as a parent or grandparent, who will then be able to complete the purchase.
A division of Abercrombie & Fitch Co, the brand said the Share2Pay payment option aims to bridge the gap between how teenagers shop and how their parents, for example, pay.
The feature is being made available to all users on the Hollister mobile app in the US and UK.
The move follows research from Hollister that found that most teenage shoppers do not hold purchasing power and that their online shopping baskets remain idle until they are in the same physical space as the payer.
A trial and soft launch of the technology earlier this year revealed that customers who shared their bag through Share2Pay placed orders at almost twice the rate of other customers.
To use the new payment option, shoppers on the Hollister mobile app add their chosen products to their basket. When ready to check out, the shopper can select Share2Pay and a link is sent to the purchaser via text message. The purchaser then clicks the link, and the products are added to the Hollister basket in the purchaser’s mobile app, where they can review the items and pay.
The functionality also allows the purchaser to edit the items’ size or colour and add or remove products before checking out.
