Express recently built on its previous mobile interactivity efforts with a new quiz that invited Snapchat followers to select their favorite product out of three options to discover the festival fashions best suit to their tastes.

Express introduced its latest Snapchat quiz over the weekend, coinciding with the start of the popular Coachella music festival. The millennial-friendly retailer encouraged its Snapchat followers to keep track of their answers for the mobile-optimized quiz to find out their festival style before serving them with a call-to-action to bring their ideal look to life by shopping at one of Express? stores, online or via the mobile app.

?Using quizzes and games, both a form of gamification, is a great way to get customers engaged with the brand,? said David Naumann, director of marketing at Boston Retail Partners. ?Using the Express fashion quiz is a fun way for shoppers to identify their fashion style and see products that are a good fit for their preferred style.

?Anything that makes shopping fun and engages consumers will help increase awareness and strengthen their relationship with the brand.?

Tapping into trends
Express is ensuring it stays up-to-date with the latest fashion trends worn by its target consumers. The kickoff of music festival season ? beginning with the Coachella festival in Indio, CA ? offers a prime opportunity for the retailer to showcase its concert-ready apparel and accessories in an appealing manner.

Over the weekend, Express posted a Snapchat story inviting its followers to take a multiple-choice quiz to discover their festival fashion persona. The brand asked participants to choose their favorite of three products shown in each question, and keep track of the number corresponding to each item.

Consumers were tasked with selecting their favorite pair of sandals and sunglasses, among other festival gear.

Express then posted the results section of the quiz, which asked individuals to tally up their answers and choose the number they picked most frequently.

Afterwards, fans were shown which festival persona their style fit best, such as Desert Dreamer or Urban Hippie. The retailer curated a festival-ready outfit for each result, giving consumers ample inspiration to recreate the same look or purchase similar pieces.

The final sales-driving tool was a call-to-action featuring a snapshot of the Express app, prompting consumers to ?Bring your festival look to life in-store and online.?

As most of Express? primary shoppers belong to millennial ? or younger ? demographics, having a strong push for mobile browsing and shopping was a smart move for the apparel marketer.

?Since more than half of all Internet usage is on mobile devices, everything must be mobile-friendly,? Mr. Naumann said. ?Mobile is even more important for the young men and women following the Express brand, as they are always connected, and usually via their mobile device.?

Stoking shoppers? desire
Express has attempted to master the art of marketing to millennials by introducing a slew of interactive contests and quizzes on its mobile platforms, recognizing growing consumer demand for on-the-go, snackable content.

Express exemplified how retailers can drive in-store shopping with Snapchat via a recent call-to-action that prompted followers to screenshot a mobile-optimized checklist of festival fashions (see story).

The brand also recently drummed up excitement for its newest celebrity brand ambassador by dispersing clues, in the form of short clips and photos, on its Snapchat and Instagram accounts, inviting fans to guess the mystery man?s identity (see story).

Fashion-oriented mobile quizzes will likely continue to rise in popularity among retailers, thanks to their ability to influence impulse purchases and insert relevant content into consumers? lives.

?Recommending products that are consistent with the shopper?s identified fashion style is a smart strategy,? Mr. Naumann said. ?While the recommendations shouldn?t be a strong sell, many shoppers will be interested in seeing what products align with their fashion style.

?Once the products are identified and desired, retailers need to make it easy for consumers to buy the items that appeal to them.?