American sportswear brand Under Armour has created a data-fuelled personalised shopping app – UA Shop – tapping into consumers' growing willingness to trade personal data for individualised retail experiences. In fact, 60% of US consumers are comfortable having their shopping behaviours analysed if it means more relevant offers or recommendations (Magnetic/MyBuys, 2015).
- Data-Driven Product Suggestions: The UA Shop app uses data such as location, exercise details and purchase history pooled from the brand's Connected Fitness platform. The platform, which has 170 million users (FitBit has 29 million), and generated $53.4m in 2015 from subscriptions and digital ad revenues, currently combines two apps. The UA Record app is a dashboard for 24/7 activity, sleep and exercise, central to the brand's Healthbox 'athlete operating system', while MapMyFitness is purely for workout data. At a later date, the platform will also incorporate Endomondo (training plans) and MyFitnessPal (nutrition-focused).
The result is product recommendations best suited to consumers' lifestyles. For example, a user in a warm climate will see UA's short-sleeve or CoolSwitch clothing, in a size matching a recent purchase.
- Central Command for Ease of Use: UA Shop will allow users to create a single account for all aforementioned Under Armour apps, but the fitness and nutrition apps can be used separately, meaning that users will not be targeted with retail ads while working out.
- Swift Payments: UA Shop also offers Apple Pay one-touch technology, so that users can make transactions by holding their finger on a Touch ID screen within the app. For more on speedy payments, see Rapid Retail.
See also Personalising E-Tail, Harness The Hunt, Reactive Retailing and The Supportive Sell.