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Gale Grant drives jewelry sales via mobile, social app

New York-based jewelry store Gale Grant is interacting with international consumers and letting them learn more about the brand via  an iPhone application.

The store is using the Vizl app, which lets consumers virtually try on the retailer’s products and learn more about the store. Consumers can also browse the company’s inventory on the app.

“Everyone always asks us if we have a mobile presence because our customers come from all over the world and therefore are already plugged into their mobile devices,” said Richard Gould, owner of Gale Grant, New York.

Gale Grant is a jewelry retailer that specializes in costume jewelry.

Vizl is a shopping app that uses augmented reality and social networking.

Virtual gems
Shoppers can use the Vizl app while shopping at Gale Grant by scanning a mobile bar code on signs and flyers at the store.

Then, users are prompted to download the VIZL iPhone app.

Consumers can virtually try on some of the company’s inventory, including necklaces and earrings from the store.

Users can also customize the products by rotating and scaling them on the screen.

Once a consumer uses the VIZL app, Gale Grant pushes content to users each month with its new offerings.

“Vizl  allows Gale Grant to connect with the customers in their store with the latest fashions and offers and also subscribes them for monthly fashion alerts,” said Tom Cook, senior director at mobile platform ProSent Mobile, which produces Vizl, San Francisco.

“The strategy was to engage Gale Grant customers in their store with a virtual digital experience,” he said.

In addition to trying on merchandise, consumers can share their finds with friends via Facebook or SMS.

In particular, Gale Grant has an active Facebook page and wanted to use a mobile platform that could be integrated into it.

“We’ve been in business for 63 years and have an active Facebook following that keeps track of us from all over the world,” Mr. Gould said.

The company prides itself on using the old business model that focuses on building sales with consumers.

“Our customers are able to try on a few different items at once with the app, which helps us drive sales,” Mr. Gould said.

Additionally, consumers can browse a mobile catalogue from the company.

Using Vizl, shoppers can save coupons and build a shopper profile, as well as save looks for later and compare them side by side.

Building on a brand
Gale Grant is using mobile to reach out to specific international consumers who cannot shop the store on a frequent basis.

By using mobile bar codes and augmented reality, the store is trying to drive traffic and awareness of their merchandise.

“With the proliferation of smart devices customers expect and demand access with more functionality,” Mr. Cook said.

“It means that the ubiquity of mobile phones will change the way customers make decisions, interact, shop and buy,” he said.

“We all watched past retail giants who ignored ecommerce technology – by not migrating online or doing so too late, [retailers] get eclipsed by their more tech-nimble competitors.”

Specifically, Mr. Cook sees mobile and social as being key in the future of mobile retail.

“Mobile and social together enables ubiquitous instant communication and sharing,” Mr. Cook said. “It enables retailers to reach shoppers with their latest fashions and offers anywhere while enabling shoppers to socialize, interact, share and shop.”

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York