New York & Co. Shows Off Digital Makeover

New York & Co. eCommerce

The women’s apparel retailer is boosting its digital offerings in an attempt to enhance the experiences of its omnichannel shoppers.

Internet Retailer reported that New York & Co. is making it easier for shoppers in-store to buy online with the roll out of internet-connected kiosks in a number of stores. These kiosks will allow consumers to buy online while in-store, which COO John Worthington said will be introduced during the fourth quarter.

“This new kiosk will provide a virtual endless aisle, offering customers access to all sizes, colors and assortments,” he told analysts during the company’s third quarter 2016 earnings call, according to a transcript from Seeking Alpha.

Worthington told analysts that New York & Co. posted “strong double-digit” online sales growth during the third quarter. The store also set online sales records during Black Friday and Cyber Monday this year, he added.

One of the biggest drivers of this growth, Worthington explained, was the retailer’s ability to attract more shoppers on mobile devices. Approximately 70 percent of the retailer’s promotional emails are opened on mobile devices, while the number of mobile shoppers increased 45 percent during the quarter.

“We have seen strong performance in our eCommerce business largely driven by increases in our mobile commerce sales,” CEO Greg Scott said on the call. “We continue to grow our email files, which will help drive even stronger traffic and sales results to both eCommerce and stores this holiday season.”

“During the quarter, mall traffic declines offset strength in our eCommerce business,” he added.


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