Social Media’s Impact On Mobile Commerce: Visits Are Up, Conversions Are Down (TechCrunch)

Branding Brand is an under-the-radar company whose name you might not know offhand, but whose platform powers the mobile commerce in several names you probably do know. Their client list includes brands like American Eagle Outfitters, Ralph Lauren, Sephora, Anthropologie, Dick’s Sporting Goods, GNC, Steve Madden, TigerDirect, West Marine, Timberland and Crate & Barrel, for example.

Given its access to mobile commerce data and customer conversion rates, Branding Brand has the ability to uncover some interesting trends related to social media and mobile commerce. In data tracked from January to May 2012, the company found social media-driven conversions from mobile users are trending downwards, even as social media-driven visits go up. And the impact of social media in general is minimal when it comes to mobile  - as a whole, it was responsible for less than 1% of referrals to brands’ mobile websites.

(View full story & charts)

 

Why Sephora Is Betting Big on Digital Shopping (Mashable)

Sephora is one of the brands that’s leading the way in shaping digital experiences for its customers. The company recently invested in an entirely new shopping experience that integrates mobile, social and in-store activity. On this episode of Revolution, Julie Bornstein, SVP Digital at Sephora, shares with us the importance of delivering a holistic digital and “IRL” experience, while also enhancing the individual path each customer takes to engage with the brand and their favorite products.



Crate & Barrel Has the Hook-up for Your Gifts (Appolicious)

Did you know you can have a registry for something other than a wedding? This was news to me, but the Wedding & Gift Registry by Crate & Barrel app comes prepared to assist in setting up a gift registry for a wedding, commitment ceremony, anniversary housewarming, a birthday or even just a simple generic celebration. If you want some presents from C&B for nearly any reason, this app is an easy buy.

(Read full review)

Eddie Bauer Takes First Major Step into Mobile with Commerce-enabled Site (Mobile Commerce Daily)

Multichannel retailer Eddie Bauer has rolled out a mobile commerce-enabled site to not only increase sales, but to also create a new revenue channel.

The company tapped Branding Brand to help develop its mobile-optimized site. Eddie Bauer believes that the new mobile site will provide consumers with a seamless on-the-go experience.

“When Eddie Bauer first started his company more than 90 years ago, he established a creed that carries on today, to give you such outstanding quality, value, service and guarantee that we may be worthy of your high esteem,” said Michael Saracino, director of digital marketing at Eddie Bauer, Bellevue, WA.

“Our new mobile commerce site provides our customers with the convenience of on-the-go browsing and purchasing right to their fingertips – whether they are on the trail or in their backyard,” he said....

“Having a mobile site is no longer about being cutting-edge; it’s about meeting customer expectations,” said Chris Mason, cofounder/CEO of Branding Brand, Pittsburgh.

“There is a new breed of power consumers who live by the philosophy of anytime accessibility,” he said. “This audience is on the go, always connected, and they expect the same from their brands. Whenever you can increase customer convenience and revenue, it’s a win.

“Traffic to Branding Brand mobile sites is up 31 percent since January 2012, and revenue is up 46 percent. Whether it’s in-store, in advertising, or in general, mobile is no longer its own separate box. Mobile commerce, as it’s traditionally known, is quickly evolving into commerce, period.”


(Read full article.)


Eddie Bauer Introduces Mobile Commerce Site (Press Release)

BELLEVUE, Wash., Jun 05, 2012 (BUSINESS WIRE) -- Specialty Retailer, Eddie Bauer, the Original Outdoor Outfitter(TM), launches optimized mobile commerce website today.

The new Eddie Bauer m-commerce site works with smartphones such as the iPhone and Android. When users search for eddiebauer.com on their smartphones they will be automatically redirected to Eddie Bauer's mobile website. Shoppers are able to check their order status, view their cart, save items to wish lists, and find stores in their local area. Other benefits include being able to read product descriptions and reviews, sign up for emails, and learn about "Guide-Built" gear and apparel.

"The opportunity to offer Eddie Bauer customers mobile shopping from their smartphones is something we are very excited about," said Adam Diamond, Eddie Bauer's Senior Vice President of Marketing. "The convenience of on-the-go browsing and purchasing--whether they are rock climbing or relaxing in their backyard--is a great freedom for our adventurous customers."

The m-commerce site was built by leading mobile commerce vendor, Branding Brand. Branding Brand's multichannel cross-platform integration ensures customers will continue to receive the same outstanding quality, value, service and guarantee Eddie Bauer has become legendary for over the past 92 years.

"We are striving to constantly improve and develop our customer service experience," said Director of Digital Marketing, Michael Saracino. "Whether you prefer to shop in store, catalog, online, or mobile, Eddie Bauer offers a variety of innovative shopping channels."

About Eddie Bauer, Inc.

Established in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells sportswear, outerwear, casual wear, gear and accessories for the active outdoor lifestyle. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style, and customer service. Eddie Bauer products are available at approximately 337 stores throughout the United States and Canada, through catalog sales, and online at www.eddiebauer.com .

SOURCE: Eddie Bauer


Crate and Barrel Builds on mCommerce Strategy with Bar Code Scanning App (Mobile Commerce Daily)

Crate and Barrel has added a new mobile application to its repertoire that aims to increase the company’s in-store traffic, as well as accommodate consumers who are looking to manage their wedding and gift registry.

The Wedding & Gift registry iPhone app is available for free download in Apple’s App Store. The app was developed by Branding Brand.

“This app provides a great example of how mobile can be used in-store,” said Chris Mason, cofounder/CEO of Branding Brand, Pittsburgh.

“Digitizing the traditional registry allows Crate & Barrel to offer their audience a seamless experience whether they’re on the showroom floor or laying in bed,” he said.

Crate and Barrel, a privately held company owned by the Otto Group of Hamburg, specializes in contemporary tabletop, kitchenwares, housewares and furniture designs.

The Crate and Barrel family of brands includes its more modern off-shoot, CB2, and childrens’ home furnishings retailer, The Land of Nod.


Scanning capabilities

Via the mobile app consumers can create and edit their own registry, as well as scan bar codes in-store to add items.

Users can also see purchases made from their registry in real time and search for products using voice command.


Consumers can make their own registry via the app

The app also lets consumers locate top registry items and browse quick picks.

Additionally, customers can find the nearest store location, view hours of operation and look at the map feature to find out how to get there.


Users can browse top items

An app such as this is a great way for retailers to get rid of registry scanner guns.

Consumers always have their mobile device on them, so by giving them an option to use their mobile device to scan items they want, it proves to be effective.

In addition, the Wedding & Gift apps drives in-store traffic because consumers will be more inclined to go to the nearest Crate and Barrel location to view the products in person and then scan the bar code to add it to their registry.


Mcommerce threat

Crate and Barrel is no stranger to mobile commerce and has been gradually ramping up its efforts in the space.

In 2010, the multichannel home furnishings retailer partnered with shopkick to deliver location-based shopping rewards to consumers for visiting stores (see story).

Last year, Crate and Barrel was among the many retailers that let consumers shop its spring collection via a re-imagined mobile catalog experience for iPad and Android tablets (see story).

In its latest initiative, the company offered consumers a chance to win a $500 gift card via a QR code featured on its fall catalog (see story).

“Making personalized information available across devices and environments increases loyalty and convenience,” Mr. Mason said.

“The concept of ‘anytime accessibility’ is a critical part of enabling commerce,” he said.