Columbia Sportswear Co. launches mobile storefront

Woburn, Mass. Demandware announced that Columbia Sportswear Co. has launched a mobile storefront with Demandware's mobile commerce application. This new storefront,, reaches outdoor enthusiasts directly on their mobile devices where they can learn more about Columbia, its product line and shop on the fully e-commerce-enabled site.

Using Demandware, Columbia was able to replicate the same product assortment that is available on its e-commerce site for their mobile site. The Columbia mobile site includes a searchable product catalog and product information such as ratings and reviews. In addition, through integration with Where2GetIt, a store locator provides the ability to look up nearby stores that sell Columbia products using a smartphone's GPS. With the addition of a mobile storefront, Columbia provides a rich cross-channel branding experience for customers, whether they're shopping at one of its retail partner's stores, at its company-owned stores, at home or on the go.

"Our customers are using their phones to check their e-mail, look up information and shop, so a mobile storefront is a great opportunity for us to broaden the ways our consumers can interact with our brand," said Paul Zaengle, senior director of e-commerce for Columbia Sportswear.

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