Chatbots deliver on unique brand goals for American Eagle Outfitters

Reed Karaim

American Eagle Outfitters, the clothing and accessories retailer, successfully used Facebook Messenger chatbots to connect with its target audience.

The importance of "location, location, location" is one of the oldest clichés in retail.

And it's a maxim that remains as true in the digital space as it does to finding the right street corner to situate a store. But just as important in the virtual world is communicating with today's consumers in ways that match up with their evolving habits.

For American Eagle Outfitters, a clothing and accessories retailer, finding the right location and way of interacting meant turning to chatbots on Facebook Messenger. "Our strategy ... is video, mobile [and] social first," Kristen D'Arcy, American Eagle's (AE) Head/Performance...

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