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Vineyard Vines taps Instagram, 3D Touch to drive in-app purchases

The brand is hoping to streamline mobile sales with a series of fresh features to excite consumers and make the shopping experience up-to-date. Its app is tapping into 3D touch, which is fairly new to users, and a unique Instagram commerce feature, as well as a variety of other features to attempt to stand out from the sea of other retailers on mobile.

“We are seeing more and more of our customers interacting with vineyard vines through mobile channels, including email, social media and now our app,” said Ian Murray, CEO and co-founder at Vineyard Vines. “With that in mind, mobile has become one of our top priorities and we are taking many steps, including the app launch, to optimize our mobile experience.”

Mobile harvest
Vineyard Vines is pulling out all the stops on mobile to fully drive sales and differentiate itself. Users can now shop the retailer’s apparel through its new app, which looks to replicate its in-store shopping experience with transformative tech.

The app is leveraging Apple’s new 3D Touch feature, which allows users to tap, press lightly or deep touch for different actions on the new iPhone 6s and iPhone 6s Plus. Vineyard Vines fans can use the feature for quick search menu, access to in-app content, shop the look, locate stores and more.

The retailer is inspiring users with looks from Instagram, which can be viewed natively within the app. The social media feed also provides a buy button for shoppers to seamlessly purchase items in their favorite photos.

A holiday shopping guide is available during November and December in an attempt to maximize sales for gift givers this year. The guide provides the top gift ideas for men and women looking for holiday inspiration.

Loyal shoppers who have opted in for push-notifications in the Vineyard Vines app will be served messages of nearby promotional events and sales. This allows the retailer to secure a strong bond with its best customers.

Touch ID integration creates an optimized checkout process, allowing customers to use their thumbprint for purchases rather than having to type in a password every time. Vineyard Vines is also looking to alleviate drop-off rates by optimizing its technology to the best of its ability with a ten times faster speed than the majority of responsive mobile sites.

Retail and apps
Similarly, with 60 percent of its online revenue coming from mobile, Abercrombie & Fitch also moved forward with a new shopping app for the first time in more than a year (see more).

Also, take-and-bake pizza chain Papa Murphy’s hoped to boost sales among busy customers with a mobile ordering app that reimagines phone-in orders for a new era (see more).

“Beyond our existing customer and fan base, many people are now being introduced to our brand for the first time through their mobile devices,” said Shep Murray, CEO and co-founder at Vineyard Vines. “With that in mind, we are working to put our best foot forward and deliver an ‘every day should feel this good’ experience through our mobile channels.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily