Just in time for the holiday season, Hollister is unveiling a new app feature to encourage teens to complete their purchases.
The new function, Share2Pay, allows young shoppers to send their carts to their parents to complete the payment, reports The Wall Street Journal. It aims to solve one of the teen clothing brand’s biggest issues: teens who abandon their carts because they don’t have the funds to pay for it. So Abercrombie & Fitch Co. launched Share2Pay on the Hollister app, giving teen shoppers — the brand’s target demographic — the ability to text their parents a link to their carts. Just the kind of text every parent wants to receive.
But parents will also be allowed to remove items from the cart before purchasing… or they can ignore the text entirely.
As malls across the U.S. continue to lose influence to online shopping, it’s important that these brands that once cornered the mall market — like Hollister (a name you can smell) — meet the needs of young shoppers, who often don’t have access to their own credit and debit cards.
Plus, with the holiday season looming, the timing couldn’t be better.
Share2Pay isn’t the first tool introduced to streamline online shopping for the teen market. In 2017, Amazon launched Amazon Teens, which lets teens have their own logins monitored by their parents. Parents can review their teens’ purchases before the items ship by either approving or deselecting them. Similarly, Apple has « Ask to Buy, » a feature of Apple Families, where parents have to approve all purchases.
The Share2Pay is currently only available in the Hollister app in the U.S. and UK. di
