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Study: QVC tops in mobile customer experience

BY Dan Berthiaume

Chicago – QVC received top ranking in the Mobile Customer Experience Index from The E-tailing Group. QVC scored 84.17 on a 100-point scale, with the average score being 71.5.

On both iOS and Android platforms, mobile retailers were evaluated on key page prowess, brand parity, likelihood to buy and errors experienced in the process, effective merchandising execution, feature-rich retail locators, lookup and pickup options for multi-channel retailer, product and category information depth, shopper-centric search options, strong cross-channel shopper profile integration, efficient checkout, related tools and likelihood to buy, and cross-device and cross-channel promotion.

In 2014, seven retailers achieved an 80-plus score distinguishing themselves from their peers. QVC took top honors amidst a strong field. Both American Eagle Outfitters and Sephora made the cut two years. These scores reflect shopping experiences shaping up to meet the needs of the mobile shopper. According to The E-tailing Group, mobile execution is being taken seriously and more retailers have attempted to deliver channel consistency while still embracing mobile-centric needs.

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Jamba Juice in agreement with Capgemini; to focus on franchising

BY Marianne Wilson

Emeryville, Calif. — Jamba Inc., operators of Jamba Juice stores, reaffirmed its commitment to accelerate its move to an asset-light model with the announcement that the company has entered into an agreement with Capgemini, a leader provider of consulting, technology, and outsourcing services. (Asset light means a company is focused on franchising and managing locations rather than owning them.) The agreement provides enhanced administrative tools, technology services, and capabilities for Jamba, and is anticipated to create workflow efficiencies while reducing costs as the brand pursues a 10%-20% reduction of overall G&A in 2015.

As part of the drive to an asset-light model, Jamba is also initiating an expanded franchise recruiting and development program. The company is targeting the addition of 500 new stores in the next five years. Combined with Jamba’s ongoing refranchising initiatives, Jamba is expected to move to an 80%+ franchise-to-company-owned model in the next 18 months.

Under the agreement with Capgemini, specific administrative tasks, including application maintenance and development as well as finance and accounting support, that are currently being handled internally at Jamba will be transitioned to Capgemini, providing Jamba with enhanced efficiencies in key areas. The transition, which will utilize Capgemini’s global enterprise model methodology for business process transformation, is expected to contribute to the 10%-20% reduction of overall G&A.

“The relationship with Capgemini is intended to provide the Company with the tools and capabilities required to support our growth plans,” stated Karen Luey, executive VP and chief financial and administrative officer, Jamba, which operates Jamba Juice stores globally. “This move is part of our ongoing efforts to enable rapid global growth supported by world-class infrastructure, processes and systems. We are providing strong outplacement support for affected employees and we were able to find roles within the organization for a number of those whose positions will be transitioned.”

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Express launches mobile promotion with GQ

BY Dan Berthiaume

Columbus, Ohio – Express Inc. will be using Rich Media Messaging (RMM) technology from Iris Mobile to drive the fashion retailer’s seasonal “Back-to-Business” sweepstakes campaign with GQ Magazine. A combination of both a participant-based sweepstakes and a voting-based contest, this campaign will award one emerging startup entrepreneur with a grant from Express based on public votes.

In-store signage and a spread in the September issue of GQ will showcase the four startup finalists and prompt participants to text to vote for their favorite entrepreneur. Express and GQ will also leverage their respective websites and social media platforms to promote the sweepstakes. Each of the four Back-to-Business finalists have a unique code that participants can text to enter their vote and automatically opt in to the sweepstakes and all future Express messaging campaigns. Participants will then receive an RMM with a shareable video message from their chosen contestant that can then be shared via Facebook and Twitter.

Iris Mobile, a Chicago-based mobile marketing platform, enables brands to send interactive messages containing pictures, videos, coupons, promotions, extended text and web links, and to track campaign analytics for consumer behavior.

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