MARKETING/SOCIAL MEDIA

Barney’s launches iPad app

BY Dan Berthiaume

New York – Barney’s New York has released its iPad app. Created in partnership with mobile development and design firm Fueled, the app will allow users to experience the shopping functionality found on Barneys.com seamlessly integrated with relevant and exclusive content, providing background and insight into purchases.

New functions on the app include a personal shopping scheduling tool and shoppable content from Barney’s luxury editorial site “The Window.” It will also feature exclusive content and products from Barney’s “Exclusively Ours” collection.

Other significant functionality additions include a mobile scheduler, allowing users to directly schedule a consultation with a personal shopper and the ability to work in advance on preferences and shopping needs. This feature will launch in the Madison Avenue flagship store and roll out over the next year to the other stores and areas of business.

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SUPPLY CHAIN

EPA honors NRF

BY Dan Berthiaume

Washington, D.C. – The National Retail Federation (NRF) was recognized on Earth Day, April 22, by the U.S. Environmental Protection Agency (EPA) with its 2014 SmartWay Affiliate Challenge award. The EPA recognized NRF for supporting policies and practices that reduce truck emissions and enhance freight efficiency.

The SmartWay Affiliate Challenge is a national challenge developed by the EPA to acknowledge organizations that do an exceptional job supporting the partnership’s freight sustainability goals.

NRF held a session titled “The Smart Way to Carbon Accounting in the Supply Chain” at its 2013 Global Supply Chain Summit. The session focused on the benefits of the SmartWay program and how businesses can reduce their overall supply chain carbon footprint.

“The SmartWay program is a valuable resource for retailers looking for new ways to build leaner and greener supply chains,” said NRF VP for supply chain and customs policy Jonathan Gold said. “Our members are very conscious of the fact that the retail industry is a key link in the supply chain and are making smart and sustainable choices to reduce their carbon footprint.”

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MARKETING/SOCIAL MEDIA

InReality offers customer experience analysis tool

BY Dan Berthiaume

Atlanta – InReality, a customer experience strategy and design firm, is offering a retail customer experience measurement tool called Reality Gap Analysis. Reality Gap Analysis delivers a quantifiable assessment of the gaps between a brand’s self-perception and a customer’s reality.

The analysis is built from consistent field data gathered through various consumer touch-points within the in-store experience. These touch-points could include the retail sales associate (RSA), product display kiosks, digital interfaces, points of purchase, brochures and mobile interaction.

"This type of disparity is just one of countless that contributes to what we have identified as a Reality Gap," says Gary Lee, president and COO of InReality. "Brands do a fantastic job of elevating the consumer’s expectations. Unfortunately, those brand promises can swiftly evaporate with a few bad experiences in the retail space — a misinformed sales associate, a poorly designed or one-dimensional product display, or a malfunction at the point of purchase."

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