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North Face’s application is a pure driver to online merchandise. The app provides functionality and the ability to view reviews and inventory – but there is little to no connection to a user’s presence in a physical store. North Face’s audience relies on the knowledge and expertise of their peers and store associates to understand which products would be best for their needs or adventures. Store associates try to personalize the shopping experience in-person for shoppers, and we see this as a huge opportunity for the North Face application. Adding features to call a store associate over to answer questions, or more access to product reviews, videos, and content would be beneficial for North Face in the future.