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Girl Scouts takes bigger bite of mcommerce with revamped app

Girl Scouts of the USA is building on a previously unveiled digital initiative via a new mobile application that complements the organization’s Web site with tools designed to boost sales of its famous cookies.

The new app was designed to help Girl Scouts take their cookie selling techniques on-the-go, proving the importance of honing app-usage skills among younger individuals as the world moves deeper into a mobile economy. The Digital Cookie 2.0 program aims to eventually create one seamless platform, which members can leverage to learn resource allocation skills as well as sell more of the company’s popular cookies and treats.

“If stores are successfully enabling their sales teams via mobile point-of-sale and mobile clienteling apps, the Girl Scouts entrepreneurs need to turbo charge their sales strategy as well,” said Gary Schwartz, president and CEO of Impact Mobile, New York.

Mobile-enabled selling
While Girl Scouts have been known to go door-to-door, selling their famous sweet treats which include favorites such as Caramel deLites and Thin Mints, the company is embarking on an increasingly mobile-first outlook when it comes to retaining – and increasing – sales.

The new app was designed to complement the national Web site and replicate its transactional features, consequently placing the control of sale in a Girl Scout’s hands. It was also built to simulate real-life retail markets in a bid to show younger members of society how the economy works.

Girl Scouts has also entered into partnerships with two major technology-savvy brands, Dell and Visa. Dell is currently in the process of donating a slew of tablet devices to Girl Scouts troops in underprivileged regions, thereby enabling many young women to learn necessary business skill for today’s marketplace.

Additionally, Girl Scouts has integrated with payment platform Visa Checkout, which allows online buyers to securely store their personal information for future purchases. Visa also provides mentorship programs centering on important mobile topics such as social media and marketing.

Updating digital tools
The revamped Digital Cookie 2.0 platform is enhancing the learning experience via a plethora of new features, including interactive quizzes, videos and games. Girl Scouts can opt to perfect their resource allocation techniques with the help of a “spend, save and give” model, while others can explore ways of giving back by investing earnings back into their communities.

Results have shown that members who combined the Digital Cookie platform with traditional selling methods were poised to see an increase in year-over-year sales.

The brand’s focus on teaching paramount facets of mobile technology will undoubtedly help bolster revenue as well as fulfill the company’s goal of spreading awareness of science, technology, engineering and math disciplines, commonly referred to as STEM.

Girl Scouts also drummed up interest in the debut of three cookie varieties this past January, including gluten-free options, with enhancements and new features for its Girl Scout Cookie Finder mobile app that allow for easier purchasing (see story).

“The Girl Scouts sales results from 2015 show definitively that selling via multiple channels (digital and traditional) have driven the organization’s year-end numbers,” Mr. Schwartz said. “This new version of the original app is expanding the Scouts’ omnichannel sales platform with a poster-perfect mobile demographic.”

Final Take
Alex Samuely, staff writer on Mobile Commerce Daily, New York