As smartphone adoption and m-Commerce continue to grow at an unprecedented pace, retailers are scrambling to implement products and solutions that will enhance their mobile presence. Cabela’s, a hunting, fishing and outdoor gear retailer has launched its iPhone and Android-rich apps to operate in conjunction with its mobile web site, which the retailer launched earlier in 2011 in partnership with Digby.
The new applications offer barcode and quick response (QR) code scanning features, allowing consumers to use their smartphones to finalize in-store purchase decisions. By scanning a product, shoppers can read detailed product information, reviews and ratings, and view promotional videos that highlight product features.
By implementing well-executed mobile strategies, retailers will increase in-store engagement, leading to a surge in purchases, noted Doug Wick, Director of Product Marketing for Digby, “Retailers are going to see an increase in consumers’ demands around in-store mobile engagement,” he said. “More consumers are now using their smartphones as a shopping companion to aid the in-store experience. Shoppers are increasingly expecting to be able to check-in a store to receive discounts or scan a QR code to see a special offer, and those numbers are going to significantly rise in the near future.”
Other key features available through the new iPhone and Android applications include high-definition inventory photographs, optimal search capabilities, a store locator option and product reviews. The apps are designed to offer shoppers easy access to Cabela’s entire inventory — including the “Bargain Cave” — and its CLUB Visa card loyalty program, while providing a seamless cross-channel experience.
The Sidney, Nebraska-based retailer also will begin to print catalogs equipped with QR codes that will provide customers special offers, or allow them to select an item and buy it directly via the smartphone. This new initiative will help peak interest and encourage shoppers to learn more about Cabela’s range of inventory, noted Wick. “QR codes are a quickly increasing trend amongst consumers,” said he noted. “It is a quick, easy and convenient way for brands to reach shoppers in a fun and instantaneous way.”
The Digby platform is designed to mobilize retailers by developing a strategic approach to the cross-channel retail experience. With a focus on maximizing mobile commerce and in-store engagement via mobile web and applications, Digby has developed strategies for retailers including Toys “R” Us, Brooks Brothers, Wet Seal, Godiva and The Home Depot.