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Brooks Brothers mcommerce strategy focused on driving loyalty, awareness and sales

The company rolled out a mobile site as part of its strategic move into mobile commerce. Brooks Brothers tapped Digby for the creation of the site.

“Brooks Brothers is known for its legendary customer service,” said Arthur Wayne, director of communications at Brooks Brothers, New York. “We feel that this service should extend outside of our stores and into the digital world.

“We know that many of our customers are shopping on our Web site from their mobile devices,” he said. “Historically this process has been a little clumsy and difficult to navigate as the Web pages aren’t optimized to a handheld device.

“A mobile site solves this issue. We offer nearly all of our products as well as many of the services and information on our website and this new platform provides an experience which is both more efficient and better suited to mobile devices.”

Brooks Brothers is the oldest men’s clothier chain in the United States.

Digby creates mobile destinations for retailers such as 1800Flowers and Godiva.

Mobile shopping
Consumers can access the site by entering on their mobile browser.

To encourage shopping the mobile commerce destination, the retailer included a 25 percent off deal for customers March 25-April 7.

The search functionality is front and center of the homepage, making it easy for customers to find whatever they are looking for on the Brooks Brothers mobile site.

Another notable feature is the email sign-up, which asks consumers to opt-in to receive email communications from Brooks Brothers.

After making a purchase on the mobile site, customers can come back and track their order, giving consumers incentive to visit the Web destination again.

“We are looking to create a seamless shopping experience for our customers however and wherever they choose to shop with us,” Mr. Wayne said. “We currently have a very popular catalog app.

“There are many opportunities to develop in this area,” he said. “We have an affluent customer who has a busy lifestyle and we want to be able to serve their needs.”

The mobile site lets consumers view product photographs with multiple color images.

Customers can browse full product descriptions and also find the nearest store via the store locator feature.

“Brooks Brothers’ key strategy is to provide their valuable customers with access Brooks Brothers products anytime, anywhere,” said Dan Lowden, vice president of marketing at Digby, Austin, TX.

“Brooks Brothers’ mobile-optimized Web site is designed to allow consumers to search, browse and buy products while at home, on the go, and in the store to empower customers with additional product knowledge through rich product images and descriptions, special offers and promotions, and ratings and reviews,” he said.

Ratings and review
The mobile site also lets consumers look at ratings and reviews from other customers and therefore helps push customers to the point of purchase.

In addition, Brooks Brothers offers promotional offers via the mobile site and lets consumers share products via Facebook and email.

“Brooks Brothers will promote the mobile-optimized Web site across all of their sales channels and through traditional marketing efforts,” Mr. Lowden said. “Retail mobile-optimized commerce drives customer engagement, brand awareness and sales across all channels.

“By enabling a mobile-optimized Web site, Brooks Brothers has the opportunity to develop a personal relationship with their valuable customers through enhanced shopper engagement which, in effect, drives customer loyalty, satisfaction, awareness and sales,” he said.

“Brooks Brothers is very excited about their expansion into the mobile space and will continue to follow the needs of their customers – where ever that takes them.”

Final Take