Steven Alan to Implement NewStore Mobile Retail Platform to Enhance Consumer Experience and Boost Mobile Conversion

Designer will bring unprecedented fulfillment options and single touch simplicity to customers through its new native mobile app

January 14, 2016

BOSTON, MA – January 14, 2016NewStore, Inc., the definitive mobile retail platform founded by Stephan Schambach, creator of Demandware and Intershop, signs customer Steven Alan, American Fashion Designer with global online and U.S. brick and mortar stores. Steven Alan is known for showcasing his eponymous line, as well a carefully curated assortment of complimentary products from emerging designers. The brand is among the first NewStore customers, joining an elite group of luxury goods and high fashion retailers including Jimmy Choo, Bally, and Belstaff.

Store associates are more technologically savvy than ever before. In most cases, they are even more skilled with devices than their managers. Yet, 90 percent of sales associates are discouraged from possessing a mobile device in-store. By implementing the mobile retail platform, Steven Alan will put a mobile device in the hands of all of its store associates; enabling them to provide an even better customer experience in store and on mobile, offer unique fulfillment and return options, and enhance their personal relationship with their customers.

“Steven Alan has turned the industry on its head once before and he’s ready to do it again. He’s relying on our NewStore mobile retail platform to empower his store associates to create lasting and profitable relationships with consumers, as well as deliver a beautiful and simple experience for consumers through a new Steven Alan app,” said Stephan Schambach, Founder and CEO, NewStore. “Steven’s investments in fashion and technology make him an ideal customer for NewStore. He is passionate about keeping up with fashion and technology, and realizes his customers are, too.”

Many retailers have struggled to meet the demands of today’s modern shopper. NewStore is making the convenience of one-click purchase and same-day delivery standard. Its mobile retail platform is being developed to address four fundamental issues: mobile conversion, a unified online and offline experience, convenience, and engagement. Adopting a mobile-first approach is part of Steven Alan’s larger strategy to expand its reach across the United States.

“We will adopt the NewStore ‘mobile-first’ approach to help accelerate revenue growth through increased mobile conversions by turning our store associates into merchandisers,” said Steven Alan, Founder and CEO of Steven Alan. “The mobile retail platform will allow us to provide customers with an unparalleled experience. On mobile, customers will enjoy the ease of single touch simplicity and regardless of channel, we will offer modernized fulfillment options. NewStore is helping us to address one of the major issues facing retailers today: delivering an enjoyable and productive mobile experience.”

“As we do with web traffic, we track the number of people who come into our store and align that with the number of people who make a purchase. One of the reasons for abandoned mobile purchases is long page load times. Similarly, where we’ve identified the largest number of abandoned purchases in store is when our associates must leave the customer’s side. For example, if a customer asks the associate if the store carries an item in a specific size or color, the associate must disrupt the consumer interaction to manually check for inventory in the back room. This is where many of our in store shoppers leave,” said Dawn Trenson, Director of ecommerce, Steven Alan. “NewStore improves our conversion rates across all channels by putting inventory visibility in the hands of our customers and store associates. Together, we will eliminate abandoned purchases due to lack of inventory visibility and fulfillment options, and make the consumer experience streamlined and simplified.”

About NewStore
NewStore provides the only mobile retail platform that boosts sales, unifies the online and offline shopping experience, and provides unrivaled convenience for consumers. Working as a Demandware Link Partner, and in conjunction with existing ecommerce platforms, NewStore allows brands to deliver a mobile-first retail experience designed around how consumers want to buy today — anywhere, anytime, with single touch simplicity. Founded by Stephan Schambach, creator of Intershop and Demandware, NewStore is headquartered in Boston. For more information, visit

Media Contact

Casey Antonelli
Director of Corporate Communications, NewStore

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