Most people are more at ease when making a purchase online via a desk top or laptop, however Free People is trying to challenge that. With the Free People App, customers are better able to secure their accounts - including their credit cards, addresses, and past purchases. The App also offers a more "brick and mortar" feel than the typical website browser provides. 
Jed Paulsen, the director of E-commerce at Free People said that is is the way of utilizing Big Data in the E-commerce world. In store associates can talk about fit and styling but it’s also powerful to read customer reviews quickly and see how others are wearing the clothes - it is like having an associate in your pocket! Customers can also submit photos of themselves on the App to show other consumers what an outfit may look like, as well as a chance to be featured on the social media accounts! Another exciting thing about the App is that it pulls from both in store and warehouse inventory. So, while the App has your address, it can ship from a store near you to get it to you quicker than the online ware house that could be states away.
I use this App all the time for my purchases. At first, I was kind of skeptical about how I felt using an app to make clothing purchases, but I loved the capabilities it provided - like the customer reviews and photo uploads. Now, when I'm shopping and a certain clothing item doesn't have a review or a consumer photo, I am actually kind of disappointed and less likely to purchase the item! It encourages more people to interact with the app! 
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