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Chico’s aims to increase sales with new mobile commerce destinations

June 14, 2010

chicos-smallRetail giant Chico’s Brands – Chico’s, White House Black Market and Soma – have gone mobile to improve customer satisfaction and ease of product purchase.

The Web sites for these popular women’s fashion destinations are now optimized for any mobile phone, including iPhone, Android and BlackBerry. The sites are powered by Usablenet.

“Like our other retail clients, Chico’s Brands launched a mobile optimized site because it wanted to provide its customers with the best experience when accessing the site from a phone,” said Nick Taylor, president of Usablenet, New York. “Ensuring customers have the best mobile experience is the best way to increase mobile commerce sales.”

Usablenet is a mobile Web service used by many other Fortune 500 retailers.

Customers can now conveniently find product information, search nearby store locations and complete purchases, instantly, right on their mobile phones.

Shoppers can also complement their in-store experience by locating and buying items or sizes that are not available at that location or even browse additional products via smartphone to compare with what they are trying on in the dressing room.


Consumers are able to browse the site for Chico’s apparel and accessories.

They can access their accounts and use the store locator feature to find stores nearest to them.

The site places new arrivals front and center, ensuring conumers do not miss all the new inventory that Chico’s has to offer.

Additionally, consumers get access to their Gift Card balances and such on the mobile site.

There is a Contact Us feature on the site as well. Consumers can sign up for email alerts from Chico’s, so the site helps build a database of email subscribers.

Consumers can also request a catalog on the mobile Web site.

“Chico’s, White House Black Market and Soma all aimed to provide mobile shoppers with the same abilities, product selection and check-out features as the online site, making mobile an equal shopping channel for consumers,” Mr. Taylor said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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