An increased emphasis on online shopping and an upgraded mobile app are two of the priorities Skechers is putting in place as it deals with the impact of the COVID-19 pandemic from both a brand and retail perspective. A revamped customer loyalty program rounds out the footwear brand’s focus as it seeks to recover from recently reported second-quarter sales decline to $729.5 million.
With retail closures impacting quarterly sales, Skechers also recently reported a 36 percent decline in U.S. comparable same-store sales. But the focus on online shopping comes as it also reported healthy 428 percent growth in its own e-commerce sales.
The website improvements will include platform upgrades such as better navigation and product photos as well as internal order processing. Also on tap is stronger integration that will enable Buy Online; Buy Online, Pick Up In-Store and Buy Online, Pick Up at Curb.
The improved mobile application, along with a new customer loyalty program, is planned for late 2020 into 2021.