Spring 2.0: The shopping app looks to reinvent
Summary
As Spring approaches its third anniversary, the mobile commerce platform is turning to personalization, with the help of influencer marketing, to rebuild its image and solidify its formerly uncertain identity. To complement the launch of the company’s updated app in July, Spring is promoting its new look with a video released today in partnership with fashion influencers Coco Baudelle and Marcel Floruss. The new app uses consumer data to identify recommended products by analyzing browsing history and personal preferences, such as size, style and price point. For Spring, which struggled to navigate a saturated mobile commerce market and the fluctuating sentiment of brands toward apps, its latest iteration indicates a reinvention for the company. “We wanted to show real-life experiences through a day in the life of two people who are clearly busy and are shopping online on a consistent basis.” Spring, which first hit the market in August 2014, has weathered an initial identify crisis that resulted from casting too wide a net.