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Coach enters mcommerce to increase sales

July 1, 2011

American designer Coach is targeting new and existing fashion-savvy consumers via a mobile-optimized site that lets them shop their favorite collections.

The company tapped Usablenet to power the mobile site. Consumers can access it by entering on their mobile browser.

“It’s clear that our customers are mobile by nature,” said David Duplantis, senior vice president of global Web and digital media at Coach, New York.

“In fact, before we started developing the new mcommerce site we were seeing a double digit percentage of traffic to coming from visitors using smartphones,” he said. “We chose to address the demand by creating an enhanced, branded environment.”

Coach is an American designer brand and maker of lifestyle handbags and accessories.

Mobile shopping
Via the mobile site, consumers can browse and buy the full range of Coach products, as well as access special features

According to Mr. Duplantis, the site will offer users the same upscale shopping experience and efficiency as the traditional Web site.

The mobile site features a store Locator function that lets consumers find the nearest store and also helps Coach drive foot traffic to its location.

Consumers can also watch videos, manage their accounts and browse all categories, including handbags, wallets and wristlets, accessories, shoes, jewelry and apparel via the mobile site.

“We are running interactive banner ads and take-over units across various iPhone apps throughout the month of July,” Mr. Duplantis said. “Additionally, starting this fall, we will begin including QR codes in our print ads.

“The new site will offer customers a user-friendly, upscale shopping experience where they can browse and shop anytime,” he said. “We are also very excited to offer in-store pick-ups on all mobile purchases.

“Our strategy is to integrate our online and offline businesses by giving brand loyalists the instant gratification they crave.”

Consumer engagement
Earlier this year, Coach drove engagement, brand support and influenced purchase decisions via a mobile campaign that promoted its new Kristin collection.

The company greeted iPhone and Android customers with in-store signage at all of its full-priced stores. Coach directed consumers to scan a QR code to view mobile-optimized content, which features exclusive details on the new collection (see story).

“We plan to continue evolving and improving our new site, like integrating our popular sharing function, the Wishlist, in the near future,” Mr. Duplantis said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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