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Kenneth Cole Rolls Out Optimized Catalogs To Boost Mobile And E-Commerce Purchases

Sales results from the 2011 holiday shopping season spotlight the continued growth of mobile and online shopping: Research from IBM reveals that 6.6% of consumers made purchases with their mobile devices during Cyber Monday this year, versus 2.3% in 2010, while online sales on Cyber Monday increased 33% over 2010. To pique the interest of today’s omni-channel shoppers, Kenneth Cole partnered with Zmags, a rich media, mobile and social merchandising solution provider, to roll out optimized storefronts for mobile, web and social media.

By tapping into the Zmags CommercePro platform, Kenneth Cole provides shoppers with an in-depth, interactive retail experience that is designed to inspire purchases and boost brand loyalty. The implementation took place November 2011 to help the retailer grab optimal holiday sales.

“With Zmags, we have created tablet- and social-friendly content that makes browsing our lines more inspiring and buying the perfect gift much easier,” said Robert Genovese, VP of Media and Marketing for Kenneth Cole, in a company statement. “The Kenneth Cole customer always is seeking inspiration and new looks. This holiday season, our investment in Zmags will entice customers shopping with us via their tablets or our Facebook page.”

The Zmags CommercePro platform is designed to integrate transaction capabilities directly into mobile, online and social catalogs. Content across these channels are monetized to ensure merchandise and messaging is consistent. Retailers leveraging the platform have noted as much as a 500% increase in page views, a 100% increase in conversions and a 40%-plus boost in order sizes, according to the Zmags web site.

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The primary goal of rolling out mobile, social and online optimized catalogs was to create a brand experience that compels shoppers to interact with inventory more frequently, according to W. Sean Ford, COO and CMO of Zmags. “Kenneth Cole wanted the ability to drive its brand, conversion and cart value across all major channels in which consumers are looking to interact with brands,” he said. “Clearly, the web is a vital place, but the retailers who appreciate and acknowledge the importance of other channels, such as tablets, smartphones and social media in the overall e-Commerce strategy, are going to succeed.”

When developing a seamless cross-channel strategy, Ford noted that retailers must ensure that the overall appearance and content messaging of each storefront align with their brand reputations.

“Retailers need to determine how these emerging channels fit into their overall merchandising and sales strategies,” said Ford, “then promote their initiatives effectively with appropriate, relevant placement and strong calls to action. Kenneth Cole is a poster child of how to do this correctly: To best maintain the integrity of its brand, the retailer employed minimal text, strong visual imagery and a well-represented brand.”

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