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Eddie Bauer takes first major step into mobile with commerce-enabled site

The company tapped Branding Brand to help develop its mobile-optimized site. Eddie Bauer believes that the new mobile site will provide consumers with a seamless on-the-go experience.

“When Eddie Bauer first started his company more than 90 years ago, he established a creed that carries on today, to give you such outstanding quality, value, service and guarantee that we may be worthy of your high esteem,” said Michael Saracino, director of digital marketing at Eddie Bauer, Bellevue, WA.

“Our new mobile commerce site provides our customers with the convenience of on-the-go browsing and purchasing right to their fingertips – whether they are on the trail or in their backyard,” he said.

“As a multichannel retailer, mobile creates a bridge between these channels, and helps to further improve the overall experience and superior customer service that has become synonymous with our brand.”

Mobile shopping
Consumers can access Eddie Bauer’s mobile site by entering on their mobile browser.

From there, consumers can shop by different categories such as men’s, women’s, kids, outwear, shoes, bags and gear, bedding and home, swim, sale and clearance.

Via the mobile site consumers can also use the store locator feature on the top of the screen to find the nearest in-store location and use the search functionality to look for a specific item.

Additionally, customers can opt-in to Eddie Bauer’s email database to get updated news and offers from the retailer, as well as check their order status and account information.

“The launch of our mobile commerce site is our first major step into mobile, and provides a solid foundation for us to build upon in the future,” Mr. Saracino said.

“We know from our Web analytics data that the number of customers visiting our desktop Web site through mobile devices has grown,” he said. “Our short-term goal is to immediately improve the experience for these customers, which should decrease bounce rate and increase conversion.

“Long-term, the mobile commerce website provides a solid foundation for us to build from in offering greater value and service to our customers.”

Consumer incentives
Eddie Bauer is also currently offering consumers an incentive – free shipping – when they spend more than $99 via the company’s mobile or Web site.

Consumers can use the code CORAL.

“The free shipping offer is available to our customers through both our desktop and mobile sites,”

“It is not specifically a mobile ‘sweetener’ – the timing just worked out that the mobile commerce site launch overlaps with the offer,” Mr. Saracino said.

“At this point in time, we plan to extend all offers made available via our desktop website through our mobile commerce website as well,” he said. “As a multichannel retailer, mobile can be a bridge between these channels.

“For example, a customer shopping in our brick and mortar retail stores will now be able to access product ratings and reviews through our mobile commerce site, which enhances their shopping experience in store.”

A mobile site such as this is a great way to drive sales, as well as in-store traffic.

Nowadays, many retailers are rolling out mobile sites to accommodate their tech-savvy consumers.

“Having a mobile site is no longer about being cutting-edge; it’s about meeting customer expectations,” said Chris Mason, cofounder/CEO of Branding Brand, Pittsburgh.

“There is a new breed of power consumers who live by the philosophy of anytime accessibility,” he said. “This audience is on the go, always connected, and they expect the same from their brands. Whenever you can increase customer convenience and revenue, it’s a win.

“Traffic to Branding Brand mobile sites is up 31 percent since January 2012, and revenue is up 46 percent. Whether it’s in-store, in advertising, or in general, mobile is no longer its own separate box. Mobile commerce, as it’s traditionally known, is quickly evolving into commerce, period.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York