“Our core customer is short on time — she values easy and efficient shopping solutions,” said Rack Room Shoes president and CEO Mark Lardie. “The app allows her to purchase trend-right shoes for her family, now with more convenience than ever.”
The Charlotte, N.C.-based retailer said the launch of the app — intended to unite its online and offline shopping experiences — is part of a larger effort to boost its omnichannel strategy.
Rack Room launched its e-commerce site in 2012, and Lardie told Footwear News this past spring that omnichannel growth and expanding the firm’s athletic offerings — via its new Athletic Shop concept — were among his top priorities.
“Rack Room Shoes has been an athletic authority for our customer for a long time. But what our omnichannel approach to the business has allowed us to do is really take that connection and authority position with our customer in athletics and expand it,” Lardie told FN in April. “So however [our customer] touches our brand and whenever she wants to shop for athletic shoes or think about athletic shoes, we can direct her into our authority position.”
App-only savings will be one perk of the new mobile platform. Other features will include: the ability to receive alerts about recent orders, identify store locations, track shipments and make returns using purchase histories.
The app — available for free download in the App Store — will also have live-chat feature and offer the retailer’s full catalog of comfort, dress, casual and athletic products.