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Cache aims to bolster revenue via new mobile app

By
January 2, 2013

Retailer Cache has rolled out a mobile application as part of the company’s ongoing efforts to increase the shopping experience.

The app is available for free download in Apple’s App Store. The optimized site is powered by Usablenet.

“Cache’s new mobile app is a powerful tool for the brand to differentiate itself from its competitors,” said Carin van Vuuren, chief marketing officer of Usablenet. “Cache understands that its target audience is a smart, but deal-oriented shopper.

“With the mobile app’s push notification offerings, loyal customers are now offered key engagement and communication with the brand through opt-in pop-up deals and relevant promotions delivered directly to their mobile device,” she said.

“When the mobile app is combined with the in-store shopping experience in this way, Cache is able to provide clear value to the consumer.”

Mobile shopping
The mobile app features geolocation capabilities and targeted messages and offers based on where the consumer is in proximity to a Cache store.

The app also has in-store mobile bar code scanning capability that lets consumers receive ratings, reviews and other information about a product immediately.

Furthermore, the app includes push notifications that deliver relevant information based on what Cache knows about the customer’s preferences.

Consumers can browse and receive relevant content and promotions from Cache, as well as browse the company’s full range of products.

Additionally, the app features a streamlined checkout process paired with stored member registration information to simplify the shopping process.

“In regards to the app launch, Cache began testing the app out earlier in the month and plans to promote the app across Cache’s digital properties after the holidays,” Ms. Vuuren said. “Cache has been using the push notification feature throughout the holiday season to inform customers about special offers and holiday deals.

“It’s clearly now a multi-screen world where shoppers are using multiple devices to browse and shop,” she said. “In 2013, retailers will need to focus on creating a 360-degree mobile experience.

“Apps will play a large role in this experience, as will tablets. We expect the role and significance of tablet will increase, with many – and more affluent – consumers preferring to shop on their tablet rather than desktop.”

Future plans
In 2013, Cache plans to make an even more concerted and integrated marketing approach using all channels – the mobile Web, apps and in-store.

“Retailers will also continue to understand that every channel has a unique purpose, and apps will play a key role in supporting frequent and loyal customers,” Ms. Vuuren said. “Retailers need to be more strategic with app design, as the main reason apps fail is by not presenting a clear value to the consumer.

“Personalization is a huge trend, but we expect to see more sophisticated technologies come into play, as well as the use of data to create more context within mobile offerings,” she said.

“At minimum, apps need to offer some form of localization, such as localization services and push strategies – which will prove to be effective strategies to turn engagement into mobile commerce.

“Finally, mobile payments and streamlined checkouts are going to be a huge trend in 2013. We will see consumers being offered more choices – from Paypal to Google Wallet to potentially even Passbook, which at present is more of a loyalty and discount aggregator.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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