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Coach spurs mcommerce sales via interactive ad campaign

September 27, 2012

The Coach landing pages

Coach is showcasing a product line of high-ticket items through a mobile advertising campaign that encourages users to shop from their handsets.

Coach is using the mobile ads to promote its Legacy line of accessories. The ads are appearing in the CBS News iPhone application.

“The number of visitors engaging with our brand via a mobile device has grown exponentially over the last year, a trend that we see continuing,” said David Duplantis, executive vice president of global digital media and customer engagement at Coach, New York.

“Historically, mobile visitors were accessing our store locator, and today the primary purpose of a mobile visit is commerce, or to browse an item that they intend on purchasing in a store,” he said. “It is important that we offer the most compelling brand experience across all devices.”

“We are committed to evolving our mobile experience both online and offline, ultimately delivering a rich, dynamic and engaging experience.”

High-ticket shopping
The mobile banner ad features animation that reads “Legacy – tap to learn more.” The banner ads also include pictures of Coach handbags.

When users tap on the ad, they are directed to a mobile landing page with a carousel that groups Coach’s products into separate colors. Consumers can then flip through to see all of the products by color.

Users can then click on a landing page to be directed to Coach’s mobile site via a landing page that is filtered to only show the corresponding Legacy products. For instance, the landing page featuring red Coach products leads consumers to search results for Red Legacy items on Coach’s mobile site.

By utilizing landing pages, Coach is able to keep the entire shopping experience inside the app, letting users easily exit the unit and continue browsing the app if they want to.

Additionally, grouping search results by product color makes the ad experience customized for consumers. Personalization is key to driving commerce from mobile ads and Coach is smart to incorporate relevancy into its campaign.

Products are organized by color

From the mobile site, consumers can view photos of the products, read reviews and add the product to their shopping carts.

For consumers that do not want to buy on the spot, the site also lets users add items to their wish lists, pick up or find the item at a nearby store or browse related products.

“The landing page gives a good overview of the entire product line, which helps the consumer gauge what the Legacy line is all about,” said Simon Buckingham, CEO of Appitalism, New York.

“I think it adds to the overall experience as opposed to taking the consumer directly to an individual product – hook them first and then reel them in,” he said.

Mr. Buckingham is not affiliated with Coach. He commented based on his expertise on the subject.

Users can shop directly from the ads

Mobile shopping
Coach initially launched its commerce-enabled site last year (see story).

Besides advertising, Coach has also used its mobile site to tap into QR code campaigns.

Earlier this year, Coach placed QR codes on mailers that offered consumers a code to receive a discount when they shopped through their mobile device (see story).

Coach also uses mobile POS to help in-store consumers.

It is clear that as mobile commerce gains traction with consumers, brands are relying on the medium to push larger-ticket items such as leather hand bags and accessories.

“The Coach campaign is generally solidly executed,” Mr. Buckingham said.

“However, the initial banner ad itself is plain and lacking in color with a small logo,” he said. “If a consumer clicks on the logo the mobile experience itself is very strong and well-designed.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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