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Propelics helps Family Dollar improve mobile strategy

BY Staff Writer

San Jose, Calif. — Propelics, a provider of enterprise mobile strategy and mobile apps, today announced strong adoption for its solutions in the retail market. The company said it helping such retailers as Family Dollar, Payless ShoeSource, and Hallmark as improve the customer, store associate, and store operations experience though the implementation of a solid enterprise mobile strategy.

"We are experiencing rapid-growth, tracking to open 500 new stores in 2013,” said Bill Lord, DVP IT, architecture and engineering, Family Dollar, which operates some 7,600 stores. “We believe leveraging technology to help in this expansion process could deliver significant cost savings. In just eight weeks, Propelics helped us create a comprehensive mobile strategy. They helped us to identify and leverage the huge opportunities mobile presents our business."

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Survey: Female shoppers driven by mobile alerts fueling in-store sales

BY Marianne Wilson

Los Angeles — Women are more responsive to mobile alerts detailing discounts and more likely than men to shop in-store to save on shipping costs, according to recent data from fashion shopping app Snapette, a business unit of PriceGrabber. The survey revealed that mobile ad spend grew by 81% this year, with women aged 25-34 driving the highest click through and conversation rates.

Shoppers of both genders are overwhelmingly visiting retail stores in response to viewing fashion products and promotions displayed on online platforms and mobile phones. Fifty-eight percent of those surveyed responded that seeing a product online has directly resulted in a visit to a fashion store. Additionally, 51% of shoppers reported that mobile phones play some part in their shopping experience.

"Retailers are well-aware that mobile is driving meaningful retail sales, but one of the most surprising revelations to come from our survey is the way in which women differ from men in their uses of mobile as part of their shopping journey," said Sarah Paiji, co-founder and president of Snapette.

Over 44% of women surveyed responded that they visit stores based on mobile alerts drawing their attention to nearby sales. Men respond far less enthusiastically to discounts, with 56% responding to the same question with either "rarely" or "never."

When asked why they would choose to shop in-store rather than online, women out-voted men in all categories except for one: the desire for additional customer service. Nearly twice as many men than women said that they prefer to shop in-store for the additional customer service (13% versus 7% for women). Snapette’s survey results indicate that men tend to prefer a more researched and personally targeted approach when making fashion-related purchases and value input from customer service in-store.

Female focused retailers should recognize the larger opportunity to drive women into stores using mobile as well as deliver regular and engaging touch-points for female shoppers to remain continuously with their favorite brands and retailers. Snapette’s survey findings underline that women are especially responsive to mobile alerts displaying sales nearby. Non-promotional retailers can equally capitalize on female shoppers’ preference to experience retail items in person and save on shipping fees by sending mobile alerts about new collections available in-store.

Paiji said: "This holiday season fashion retailers should not fear the expansion of mobile and online platforms playing into the shopping funnel, but rather take advantage of those outlets to send further information and incentives to shoppers about products and promotion in-store."

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Aéropostale implements Gerber Technologies’ PLM solution

BY Marianne Wilson

New York — Aéropostale has implemented Gerber Technology’s YuniquePLM software to optimize and increase collaboration between its headquarters and global suppliers. By implementing YuniquePLM, Aéropostale’s designers, sourcing team and vendors speak a much more consistent language.

With retail and manufacturing operations in many different locations, clear communication is absolutely essential for success. Gillian Maser, senior product manager for corporate initiatives at Aéropostale, said, “Because YuniquePLM is an organized, structured system, it allows us to be consistent with how we’re communicating. All of the information is in one location within the tech packs we’re passing to vendors, so our production partners know where to look for certain types of data. It’s always going to be in the same place.”

YuniquePLM is also helping designers at Aéropostale realize operational efficiencies by pre-positioning fabric needs within YuniquePLM across its headquarters and supplier network. Vendors may begin locating fabric options, eliminating the need for designers to recreate fabric specifications. Jessica McDermott, design director of Men’s Knits at Aéropostale, said, “The information we are sharing with production can be pulled as a report with a higher level of accuracy, while contributing to design’s final tech pack completion. It’s in a system so we’re one step closer to the final result, which is a tech pack, and we’re streamlining our workload rather than adding duplicative work.”

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