Hollister Co., the Abercrombie & Fitch Co. retailer popular among teens, is rolling out a new system that lets shoppers pass their carts to someone else for payment.
The system, called Share2Pay, aims to smooth over a common point of friction for online Hollister shoppers, the majority of whom are still in high school, according to the company. Teenage customers without access to online payments or credit cards of their own often load their carts with products but give up trying to buy them because the bill payer—usually a parent or guardian—isn’t in the same room to veto, OK and purchase the goods for them.
“There was a lot of lost sales on the table,” said Samir Desai, chief digital and technology officer at Abercrombie & Fitch Co.
Source: WSJ
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