With a focus on maintaining the same upscale shopping experience as its traditional website, Coach has launched its first mobile commerce site, powered by Usablenet.
The immediate goals for the site are to extend the customer experience. “The user experience is very important to us, which is why we chose to develop a look and feel that is elevated, original and consistent with our other branded environments online,” said David Duplantis, SVP of Global Web and Digital Media for Coach. “Our primary goal is to improve touch points with our brand loyalists and offer them exceptional customer service wherever they may be.”
In addition to the new mobile commerce site, Coach sells its line of handbags, accessories and gifts worldwide through 463 Coach full-price retail and factory stores, 940 U.S. department store locations, 182 international department stores, through the Coach catalog, and via www.coach.com.
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Following the launch of the mobile commerce site, Coach also is focused on integrating its online-offline business. “We’ve seen conversion from online browsing into our stores previously; the demand has been there all along,” Duplantis noted. “Now, with increased efficiency and accessibility and the option for in-store pick up on all mobile purchases, we expect to see even further growth in that channel. The decision to further integrate our online-offline business was natural.”
The Coach mobile commerce site includes a number of features including:
- Store locator
- Videos
- Account management
- Product browsing
- In-store pickup for all mobile purchases
“Coach customers can also register for a Coach.com account from their phones and begin receiving updates on new styles, store openings and local happenings, instantly,” Duplantis noted. The retailer also plans to add its sharing feature, called the Wishlist, in the near future, he added.
Coach began planning for the mobile commerce site in 2010 and entered a soft launch in May 2011. “Mobile commerce is really just the beginning,” said Duplantis. “We’ll continue to look for innovative ways to deliver the Coach experience to all our customers.”
