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The Container Store taps mobile to boost storage sales

Organization and storage retailer The Container Store has rolled out a mobile-optimized site to increase purchase intent and have a presence on any device that its tech-savvy customers are using.

Consumers can browse through the company’s inventory and buy products directly via their handset. The mobile site is powered by Usablenet.

“At The Container Store, we are all about saving our customers time and making it convenient for them to shop with us any way they want to,” said Catherine Davis, direct marketing director at The Container Store, Dallas.

“Our mobile site is an extension of our already customer-friendly array of time-saving services such as our Click & Pickup program,” she said. “Customers can shop online and pickup in stores – in most markets we’ll even deliver their order to them in their car. 

“Services like this, and our new mobile site, make it even easier for customers to shop with us on the go.”

The Container Store offers a wide array of storage and organization products.

Usablenet provides a universal service that supports all mobile devices, as well as all Web browsers and carriers, without a need for client IT resources. Other clients include Bloomingdales, Juicy Couture, OfficeMax and Fossil.

Mobile store
Consumers can access The Container Store’s mobile site by entering on their mobile browser.

Currently, the company is featuring a spring organization sale on its site to entice consumers to shop via their mobile device.

Additionally, customers can click on the Shop By Category tab for easier access to products they are looking for.

The mobile site also lets consumers find a store location so they can see the nearest store where they can pick up their products.

“Mobile helps The Container Store by putting all of our products into the hands of our wonderful customers,” Ms. Davis said. “You never know when inspiration will strike. 

“We want to be there for our customer, when she needs us,” she said. “That’s why it is so important that our mobile site provides key features such as product search, product ratings and reviews and our invaluable Click & Pickup service along with a quick way to find and get to our stores.”

Consumers can pickup products at a store closest to them

Consumer dedication
The Container Store will be sending a dedicated mobile-site focused-email to its customer base to let them know about its new mobile offering.

In addition, the company will begin an in-store awareness program through bag stuffers and also get the word out via its social channels and through employee awareness and training.

Customers can browse inventory

“As smartphone adoption and mobile Web usage continues to skyrocket, brands have recognized that mobile is an important vehicle to drive traffic and increase sales,” said Nick Taylor, president of Usablenet, New York.

“Companies are now viewing mobile as a vital component of their multichannel customer engagement strategies,” he said.

“As sales of mobile devices like smartphones and tablets continue to outpace PC sales, brands will have to broaden their customer engagement strategies beyond the mobile Web to include mobile applications, tablet devices, Facebook and other social media, and in-store tools like kiosks.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York