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Ralph Lauren bolsters childrenswear sales via mobile

The company is running the initiative via Pandora’s iPhone application. Ralph Lauren has run mobile ad campaigns before for both smartphones and tablets to drive brand awareness.

“With careful planning and implementation, mobile advertising can be a great media for marketers,” said Tom Nawara, vice president of emerging solutions and innovation at Acquity Group.

Driving sales
The expandable mobile ad features a young boy who is decked out in Ralph Lauren clothing with a simple call-to-action – “Shop Now.”

When consumers tap on the ad, they are redirected to the company’s mobile site where they can shop the spring 2013 collection.

Furthermore, consumers can shop for boys or girls clothing, check out the latest looks and use the search functionality on the top of the screen to look for a specific item.

The mobile site also lets consumers access their account, sign-up for one, find the nearest Ralph Lauren store and check their order tracking.

Additionally, the mobile site features social media tabs such as Facebook and Twitter, which is a great way for the company to build an ongoing relationship with users that goes beyond the initial mobile ad click-through.

Past efforts
Ralph Lauren understands mobile.

In 2011, Ralph Lauren showed off its holiday 2012 collection through attention-grabbing header, banner and side bar advertisements on the New York Times Web site (see story).

Last year, Ralph Lauren used mobile to bridge online commerce with in-store experiences, allowing the luxury brand to pave the way with today’s modern and affluent consumers (see story).

Most recently, Ralph Lauren debuted its French mobile site that lets fashionable consumers shop the latest trends. The company tapped Branding Brand to help execute the mobile site. By expanding globally, Ralph Lauren is able to reach a majority of consumers (see story).

“Marketers are getting smarter in the use of mobile marketing as a key piece of an omnichannel mix,” Mr. Nawara said.

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