PacSun
Get in a California state of mind with Pacific Sunwear, the mall staple geared toward Gen-Z consumers. PacSun recently opened a pop-up shop in London, testing the waters of international retail and aligning with brands who share a certain style and target a similar ‘digitally-savvy’ demographic, according to Pacsun’s president. The retailer provides an exceptional experience on mobile and web, where it goes further than most brands on the Index and received a perfect score at treating customer data sensitively with an opt-in privacy policy. Offline, myGSOM Rewards program showers members in rewards and events and the app keeps them coming back for more cool, and largely user-aggregated, content.
2019 score: 55
Web:
9/26
Email:
17/25
Mobile:
16/20
Offline:
5/10
Other:
8/18
Why we love PacSun
On-point recommendations
Mixed collaborative-based recommendations and ‘shop the look’ suggestions show trending items based on a shopper’s location, while customers can also shop Pacsun’s California-cool looks on the app’s social feed. Recommendations leverage user-generated content to present its products in a dynamic way.
Email personalization
Pacsun performs well on email where its brand voice reflects the language of its texting demographic, using iPhone slang and emojis like ‘new next-season sweaters for rn’. Personalized emails, based on a shopper’s browsing and purchase history include ‘You’re going to love these…’ curations that are sprinkled with email blasts for upcoming sales events.
Smart omnichannel approach
Last year, Pacsun reported its multi-year plan to deploy a unified omnichannel approach to enable a seamless customer experience across all channels by the end of 2018. The app offers an elegant UX with collaborative-based recommendations and incorporates a direct social channel in-app for its Gen Z shoppers. MyGSOM Rewards Program helps the brand achieve its omnichannel goal, with shopper’s points and status always connected onsite, in-store, in-email and in-app – with more points awarded for engaging on more channels.
