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Express drives sales for fall line via QR codes

September 1, 2011

Retailer Express is using mobile bar codes to drive traffic to its locations, as well as promote the company’s  new fall line.

The mobile bar codes are placed in the company’s print catalog. Express worked with mobile shopping solution GPShopper on the campaign.

“The QR code adds interactivity to the experience,” said Maya Mikhailov, cofounder/vice president of client strategy at GPShopper. “Express has always been the forefront of innovation, especially for their products.”

Express is a contemporary clothing retailer.

GPShopper works with retailers to create mobile companions for shoppers.

Scan to shop
The mobile bar codes are featured on the last page of the company’s catalog.

Once users scan the QR code, they are taken to a mobile-optimized  landing page where they can either shop the current collection or download the Express application for iPhone, Android and BlackBerry devices.

Via the mobile site or applications, consumers can buy looks from the line by browsing by category or key word.

Consumers can shop Express’ products on a mobile site.

Additionally, shoppers can track their orders and find nearest locations to via the products in-store.

“It’s about giving consumers options,” Ms. Mikhailov said. “What Express is ultimately doing is connecting with consumers.”

Virtual guides
This is not the first time Express has tapped into the mobile space.

Last year, the company rolled out its app, which ties social, location, commerce, promotions and video. (see story).

By using mobile bar codes, Express is leveraging its content from its catalogue.

Similarly, The Finish Line recently drove company revenue with an app that updates store inventory by retail location (see story).

“Putting mobile bar codes on catalogs is really important because it gives a new dimension, especially with new product launches,” Ms. Mikhailov said. “They might have questions about certain products – how it can be worn or how it fits.”

“Now they can get the answer,” she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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