Hollister Adds Tech That Lets Teens Shop, Parents Pay

Noting that it’s often the case that when teens shop, it’s their parents or grandparents who pay, teen-oriented clothing retailer Hollister has launched a new way for its customers to complete purchases.

With Share2Pay, which is now on Hollister’s mobile app in the United States and the United Kingdom, customers can share their digital shopping bag with another purchaser — their parents, for example — who can then complete the purchase, Hollister said Tuesday (Oct. 11) in a press release.

“Introducing new patent-pending technology like Share2Pay allows us to make shopping for teens and parents easier,” said Abercrombie & Fitch Co. Chief Digital and Technology Officer Samir Desai. “I’m incredibly proud of the fully in-house team that ideated and developed this new payment solution, which we believe will optimize our teens’ experience, while converting more mobile purchases.”

Research by Hollister’s parent company, Abercrombie & Fitch Co., found that teen customers’ online shopping bags would often sit idle until the shopper was in the same physical space as the payer, who was commonly a parent or grandparent, according to the release.

To bridge that gap between shopping and paying, Share2Pay enables shoppers on the Hollister mobile app to browse the online store, add products to their bag and then select the Share2Pay option to send a link to the payer via text message. The purchaser can then click the link, review the items, edit the bag and pay, the release stated.

During a soft launch of the technology earlier this year, Hollister found that the rate of order completion among those who used Share2Pay was almost double that of other customers, per the release.

“By listening to our customers and understanding the dynamic between the purchaser and the wearer, we discovered a way to reduce friction,” Desai said.

Aiming to solve a similar challenge, Amazon launched a solution in 2017 that allows teens to shop on its website with their own, parent-controlled login information.

See also: Teens Can Shop On Amazon Using A Parent-Controlled Login

As PYMNTS reported at the time, this offering was designed to provide a way for teens to shop or stream content with a level of independence and autonomy.

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