Hollister Co., an Abercrombie & Fitch Co. retailer, is introducing a new system that allows customers to hand their shopping carts to someone else for payment. The Share2Pay technology attempts to eliminate a typical area of friction for online Hollister consumers. It allows customers to SMS their shopping carts to the final buyer instead of using a standard checkout procedure. By removing a physical barrier to payment—the need for a credit card—Share2Pay hopes to persuade more Hollister customers to turn their shopping bags into sales. Mr. Desai of Abercrombie & Fitch Co. described Share2Pay’s in-house development as an example of the firm’s attempts to function more like a digital company in some areas.
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