Instant gratification is now a near reality online for more American Apparel shoppers.
The Los Angeles-based firm made its on-demand delivery available today to a broader swath of customers following a holiday pilot of the program in New York and San Francisco last year.
The service, offered through logistics company Postmates, promises delivery in 60 minutes to customers that can be serviced out of one of the program’s 79 participating stores in 31 metropolitan areas. American Apparel has 227 stores in the U.S. and globally.
The program will make available for roughly 50 items of what the company’s calling its “core” product for both men and women, which includes American Apparel hoodies and T-shirts.
The service is being aided with the company’s use of radio frequency identification technology, which helps track real-time inventory levels of stores in the participating network. That information is then provided to Postmates, which handles the actual product pick-up and delivery.
“One- or two-day shipping is no longer an option — we are creating entirely new customer expectations,” Postmates senior vice president of business Holger Luedorf said.
American Apparel, now with a bankruptcy behind it, has been funneling more of its focus on the digital channel, headed up by chief digital officer Thoryn Stephens.
Stephens told WWD last month in discussing the on-demand service pilot that New York and San Francisco were tapped for the test because of the volume already in those stores. He called out Brooklyn in particular as having strong sales based on preliminary data at the time, with high demand for American Apparel bodysuits, leggings and hoodies. He declined to go into financial results of the test but said it generated “significant revenue” even without the support of a traditional marketing program.
Transaction sizes, Stephens said of the beta, were averaging about $80.
The digital chief at the time also disclosed the company’s interest in potentially partnering with Lyft on a service that would transport customers to a nearby store for try-on and purchase. Conversations late last year had stalled due to the company’s bankruptcy filing in October, he said, but consideration of the program had resumed since American Apparel’s emergence from Chapter 11 in February.