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Frank & Oak prioritizes apps to build mcommerce presence

Frank & Oak is furthering its mobile investments with an upgraded iPhone application as well as the launch of an Android version.

The online fashion brand and retailer reports that 11 percent of sales coming from its iPhone app. Frank & Oak’s next step in its mobile strategy is the addition of a commerce-enabled Android app to reach a wider group of consumers.

“We cater to the digital generation, offering them the highest quality shopping experience that they’d expect from an online brand like ours,” said Ethan Song, CEO/cofounder of Frank & Oak, New York.

“It all comes down to quality, flexibility, and accessibility,” he said. “Expanding to Android allows us to provide our shoppers with more ways to access our content, both online and off.”

Frank & Oak is a member-only online retailer and brand that designs, manufacturers and sells a collection of premium clothing each month. The company claims to have 800,000 members.

Mobile sales
Frank & Oak’s app has been updated for iOS 7 with a new design that plays up high-resolution photos.

The iOS 7 update also adds support for an iPad version of the app that includes several device-specific features.

For example, there is a section called The Edit, which is the company’s lifestyle magazine that is published quarterly. App users can download and browse content or save it to be read later in an offline mode.

Consumers can also access Frank & Oak’s, style and culture blog called The Hound.

Frank & Oak’s iPhone app has been downloaded 70,000 times.

Frank & Oak’s iPad app

Android priority
Frank & Oak’s new Android app lets consumers browse items in both online and offline modes.

Consumers can also earn eight percent back in store credit for shopping.

The app also serves as a way for consumers to access to Frank & Oak’s subscription program that lets members test out four different items that can they can then buy.

Frank & Oak’s app leverages push notifications to keep promotions and new products top of mind for consumers.

Consumers can also redeem gift cards and share items via social media. There is also an option that lets consumers order for items to try before they buy a product.

App users can also “Like” their favorite items and view their account information from the app.

Android-only features include the option to see all of an order history and parallax scrolling.

To help market the apps, the company offered 20 percent off of orders made via the app for the first 48 hours after it launched.

Frank & Oak’s focus is on creating simple and personalized shopping for men, and mobile is a way to create a customized commerce experience.

“The mobile experience is different than online, traditional browsing — it’s changing the way people shop and connect with brands,” Mr. Song said.

“Through mobile platforms, we’re creating new touch points around our brand and customers,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York