Shopper Preferences in Our BackPocket

When we asked a few of our stylists at Levi Strauss & Co. what are their top priorities in their stores, Maggie He, store manager at Levi's® Stanford Shopping Center in Palo Alto, California, explained it like this: "One of the best parts of the job is interacting with our fans and being able to help them find the perfect outfit."

So, how do we make sure our store teams have time to do this? Through technologies that help bring each shopper's vision to life.

Welcome, the BackPocket app - a tool designed for our stylists to enhance in-store shopping experiences.

The BackPocket app provides our stylists with an enormous amount of real-time information in the palm of their hands and a 360-degree view of the shopper across all channels, allowing stylists to stay present with shoppers while offering personalized recommendations and informed fashion advice. The app seeks to solve two of the biggest challenges consumers face: access to the full range of products and understanding in-stock availability.

Through the app, and with the consent and permission from the shopper, stylists can sync to a fan's Red Tab loyalty account - getting a better understanding of the shopper's previous purchases, style preferences, sizing and saved products to offer more personalized recommendations and an overall better experience. For example, if a stylist knows a consumer recently purchased a pair of XLStraightjeans in dark indigo, they may suggest a perfectly paired top, such as the Essential Sport T-Shirtlayered with a Lola Button Up Shirt.

Stylists can also use this on-demand account information to integrate any loyalty benefits a consumer may have, including earned coins, birthday rewards or one of the many other Red Tab benefits, depending on your location. So, if the fan wanted to buy that Essential Sport T-Shirt or Lola Button Up Shirt, our stylists could be sure to let them know if they also have an unused discount code or other relevant benefit in their account.

"With the BackPocket app, I can create the best shopping experience with each person who walks through the store, turning them into a lifelong Levi's® fan," said Maggie.

Experience is everything. As our Chief Digital Officer Jason Gowans said, "Every interaction with a fan, regardless of channel, is an opportunity to build loyalty and distinguish ourselves from the competition. We must create impactful and meaningful experiences at every touchpoint, every time. In fact, 80% of consumers say that the experience is just as important as the product, and nearly a third will abandon a brand they love after just one bad experience. This is why tools like our BackPocket app are essential for our stylists to deliver the exceptional Levi's® shopping experience our fans expect and love."

Another key capability within the app is virtual inventory, which allows stylists to check real-time local inventory and access the full range of Levi's® products. This helps stylists avoid out-of-stock issues by helping them source products from other locations or channels if necessary and then deliver those items to our consumers, either to their home or their local store. And because our stores can't carry every style offered each season, BackPocket becomes the "Endless Aisle" - a digital bridge that helps stylists connect our fans to our full product line, regardless of what's in the store. Plus, there are special badges, like "retail exclusive" that help stylists identify products available only in stores, further enabling them to offer exclusive recommendations and products in real time.

The BackPocket app is loved by stylists across the globe, in large part because it's created with a stylist-first mindset. The evolution of the app and current new features are spearheaded by 13-year Levi's® veteran Nicole Veach, global omnichannel product manager and lead on BackPocket app. Prior to her current role, Nicole spent nine years in the retail field, serving as various roles across our mainline and outlet stores.

"It's been a professional privilege working in both the stores and corporate offices," said Nicole. "However, regardless of the role and position, there's a common purpose: everything we do is in service to our fans and to make the best possible shopping experience. The BackPocket app is one of many ways we equip our stylists to have meaningful and memorable experiences with shoppers. While we're proud of the app's progress to date, we're even more excited about what's to come."

Today, the app is deployed in 14 countries, including the U.S., Canada and throughout Europe, covering both company-owned and franchise markets. Looking ahead, the team plans to expand into new markets, starting with a localized version for Mexico later this year. They're also planning more app enhancements to continuously build out BackPocket's functionality. For example, the team plans to integrate digital returns and exchanges into BackPocket, for a truly seamless and flexible checkout journey. They're also preparing to tackle Fit & Sizein a bigger way, adding in a digital lookbook that will help stylists guide consumers through common pain points.

Want to experience this enhanced shopping experience yourself? Come visit one of our locations near you!

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