STORES - October 2010 - (Page 28)

MOBILE IN RETAIL / APPLICATIONS Appsolutely Fabulous Five mobile retail applications worth downloading G lobal retail information and analysis provider Planet Retail scoured the mobile commerce universe and has highlighted these retail apps based on their innovative features and bestpractice bona fides. Ocado on the Go Retailer: Ocado Price: Free Key features: Created by U.K. online grocer Ocado (partly owned by John Lewis), the transactional service enables customers to browse the complete Ocado catalog and is billed as a “supermarket at the fingertips.” The catalog (including images) of more than 21,000 items is downloaded and stored on the phone, therefore reducing subsequent load times. Ocado on the Go works in harmony with, so seamless syncing means a customer can begin an order on one platform and complete it on the other. The app is having a positive impact on Ocado’s business. Through February, 2 percent of Ocado’s sales were being generated via the app; that figure tripled to 6 percent within three months. And as smartphone usage increases, experts believe this app has the potential to generate more than 10 percent of Ocado’s sales. Gap 1969 Stream Retailer: The Gap Price: Free (iPad only) Key features: The Gap’s Amazon Remembers Retailer: Price: Free Key features: Amazon Remembers allows customers to browse the online retailer’s product range. Particularly noteworthy is the ability to use the phone’s camera to take a photo of an item, which is stored in the app and uploaded to the Amazon website. The photo is reviewed by Amazon associates, who attempt to find a match within Amazon’s breadth of offerings, including its network of partner retailers. Amazon then e-mails an alert to the user with the cheapest price and the requisite links to the product. The benefits of comparing prices on the move (or within a shop) and then purchasing the item online using the retailer’s one-click purchasing system have proved popular with users. Catalogo Interactivo Retailer: IKEA Price: Free Key features: Working with Spanish mobile marketing agency Mobile Dreams Factory, IKEA released ‘Catalogo Interactivo’ for its 2010 catalog. In the ‘Place Your Furniture’ section of the app, users are able to browse the retailer’s current furniture collection. When one of the 40 interactive items is selected, the user can “place” it anywhere in the room in which they are standing using the phone’s camera. Users then have the option of taking a snapshot of the item situated in that room to save for viewing later. Although consumers are unable to purchase items via the app, it has proven to be popular: Catalogo Interactivo has been downloaded more than 200,000 times across Europe. Argos Retailer: Home Retail Group Price: Free Key features: Multi-channel variety retailer Argos launched 1969 Stream was created to promote the reintroduction of the retailer’s 1969 premium jeans range. The iPad-only app is visually appealing and features a deep and diverse selection of content, ranging from videos from Gap designers to celebrity photos and exclusive music videos. The app also links to recent coverage on third-party blogs and Twitter feeds from the retailer’s top designers. For those inspired by the content, it also features a transactional website and a store locator. The app adds a range of social dimensions to the mobile shopping process by enabling users to share their videos, photos or Gap merchandise on Twitter and Facebook. 28 STORES / OCTOBER 2010 its app in response to clear demand. Supported by a nationwide advertising campaign, the app was downloaded 500,000 times within three weeks of its launch. Developed in-house, the app allows users to check stock levels and the latest prices at individual stores, and then reserve the item for immediate pickup. The ability to see stock on individual items at store level helps to improve transparency and encourages customer confidence in reserving items. The app also comes with a store locator and product reviews. StORES WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES - October 2010

STORES - October 2010
Editor’s Page
President’s Page
Retail People
Customer Experience
Game Changer
Power Players
NRFtech Recap
Concept 2 Watch
Customized Shopping
Consumer Behavior
Software & Analytics
Crowd Control
Payment Fraud
ARTS Update
Point of View
NRF News
Retail Industry Calendar
End Cap

STORES - October 2010