How Abercrombie & Fitch’s Omnichannel Marketing Strategy Drives Customer Loyalty and Success

Feb 8, 2023 Marketing Tips

by Maeve Billings

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Abercrombie & Fitch is an iconic American lifestyle retailer leveraging omnichannel marketing to engage with its target audience. Omnichannel marketing refers to a consistent and integrated customer experience across all touchpoints, including physical stores, ecommerce, social media, mobile apps and more. This approach helps companies create a seamless shopping experience that fosters customer loyalty and satisfaction.

In this case study, we will outline the strategies and tactics Abercrombie & Fitch has implemented to see major success through omnichannel marketing including:

  1. Seamless Integration
  2. Personalization
  3. Social Media
  4. Mobile Apps

Read on to learn how your brand can follow in the omnichannel footsteps of A&F.

From Online to Offline, Seamlessly

One of the critical aspects of Abercrombie & Fitch’s omnichannel marketing strategy is the seamless integration of online and offline experiences. Customers can browse products online, try them on in-store and complete their purchases either in-store or online. This creates a unified shopping experience that improves the customer journey and strengthens customer loyalty.

Personalization Through Technology

Abercrombie & Fitch leverages technology to personalize the shopping experience for each customer. The company uses data and analytics to track customer preferences, behaviors and purchase history. This information enables the company to tailor its marketing efforts and product offerings to each individual customer, providing a unique shopping experience that increases customer satisfaction and, in turn, creates returning customers.

Like, Comment, Share, BUY!

Social media is critical to Abercrombie & Fitch’s omnichannel marketing approach. The company leverages social media platforms like Instagram and TikTok to connect with customers, showcase its products, stay relevant and overall, build brand awareness.

A&F has already reached almost 55,000 followers on TikTok and nearly 5 million on Instagram using tactics such as paid social, influencer marketing, user-generated content and interactive features like live-streaming.

In terms of influencer marketing, Abercrombie has collaborated with premium influencers of its target audience, one being Ken Eurich who has 1.4 million followers on TikTok. She recently posted a video sharing her current favorite pieces at A&F and it facilitated great engagement for the brand, getting almost 172,000 views (see below).

omnichannel marketing blog

A&F has also seen success in building brand awareness through user-generated content. The majority of the content on the brand’s social profiles is created by real customers enjoying the new products. Overall, this makes the brand seem more relatable and real to followers and potential customers (see below).

omnichannel marketing blog

Share2Pay: The Newest Way to Pay

The Abercrombie & Fitch mobile app also plays a crucial role in the company’s omnichannel marketing strategy. The app provides customers easy access to A&F’s products, in-store availability information and personalized product recommendations. This convenient and personalized shopping experience increases customer loyalty and engagement.

In October 2022, the brand increased the success of its mobile app exponentially by introducing a new technology for a significant portion of its audience. Abercrombie & Fitch’s subsidiary brand Hollister launched a new mobile app feature called Share2Pay. This new technology is aimed at helping teen customers who often find themselves unable to purchase the items they want due to a lack of purchasing power. With Share2Pay, customers can now share their shopping carts with purchasers such as parents and guardians through a text message from the brand’s mobile app. This feature is currently available in the United States and the United Kingdom.

As shown below, the shopper can add all desired products to their cart and send the “shopping bag” to anyone they wish. The sender can even add a message like “I’d love these for my birthday!” This feature also makes it a wonderful addition to holiday or general gift shopping.

omnichannel marketing omnichannel marketing

According to a recent press release from Abercrombie & Fitch, the soft launch of Share2Pay has shown promising results, with customers who used the payment option placing orders nearly two times more than those who didn’t. This innovative technology allows purchasers to change, add or remove items from the shared shopping cart through their mobile app before making a payment.


In summary, Abercrombie & Fitch’s omnichannel marketing strategies have been successful due to the seamless and personalized shopping experiences they offer across all touchpoints. By leveraging technology, social media and mobile, Abercrombie & Fitch has established strong relationships with its customers and driven engagement. The company’s omnichannel approach serves as a valuable case study for other retailers seeking to engage with their customers in a meaningful and impactful way.

To learn more about A&F’s omnichannel marketing approach, check out the CN webinar, “Cyber Week Recap: Lessons Learned and Advice for 2023” featuring Samir Desai, EVP, Chief Digital + Technology Officer at Abercrombie & Fitch.

In addition, join us this June in NYC at the 2023 CommerceNext Ecommerce Growth Show to learn more strategies for ecommerce growth from 120+ industry-leading speakers. Register today!

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