Consumers are growing more versed in tapping into multiple channels to obtain product information, browse and buy items. In response to consumers’ growing demand for seamless cross-channel shopping experiences, outdoor apparel retailer The Orvis Company recently launched new iPhone- and Android-rich applications to complement its m-Commerce site. The applications were developed in partnership with mobile software provider Digby via its Mobile Platform solution.
While the applications were designed to feature the seamless capabilities of the Orvis m-Commerce site, new content and applications were added to create an engaging shopping experience for loyal customers, according to Dan Lowden, VP of Marketing for Digby.
“The mobile application is the perfect long-term connection point between the retailer and its most loyal customers, as long as the app provides ongoing value and is fun to use,” Lowden told Retail TouchPoints. “The apps are designed to offer additional and meaningful content, and to further engage Orvis’ valuable customers through a deeper, more personal relationship while driving sales, customer satisfaction and loyalty.”
Consumers can search, browse and buy merchandise via the smartphone applications. Users also can access detailed product descriptions and easily sift through inventory while shopping on the search-optimized platforms. To increase word of mouth, the apps include social features so shoppers can favorite or recently purchased items via Facebook, Twitter and email.
“Orvis’ iPhone- and Android-rich apps are strategically designed to increase both in-store and on-the-go engagement and encourage purchases,” Lowden noted. “Consumers initially will engage with the brand through the Orvis mobile optimized web site,but it is through the rich apps that occasional visitors will become loyal customers.”
Along with the new applications and m-Commerce site, Orvis taps multiple touch points across channels, including catalogs, an e-Commerce site and 51 brick-and-mortar locations in the U.S. and U.K.
The Digby platform is designed to mobilize retailers by developing a strategic approach to the cross-channel retail experience. Its focus is on maximizing mobile commerce and in-store engagement via mobile web and applications. Digby has developed mobile platforms for retailers including Toys “R” Us, Wet Seal, Godiva and The Home Depot.
Consumers can download the free Orvis mobile applications from the Apple iTunes Store and Android Marketplace.