The retailer focuses on the first-time parent, many of whom are millennials with a strong attachment to their mobile devices. Giggle is bringing its stores to customers’ smartphones, where they spend most of their time in an attempt to drive sales and make a lasting impression through social integration, Apple Pay features, product purchases and baby registration creation.

“Retailers are seeking a handheld solution for increasing engagement and commerce as they are seeing continued growth in mobile traffic while not seeing the same increase in conversion percentage,” said Chris Capehart, chief marketing officer at Oven Bits, the developer behind the app.

“This is typically a result from poor mobile experiences that have crammed ecommerce sites into an mcommerce app,” he said. “The opportunity only grows in a world where social proof has a strong influence over the buying process.”

Millennial mobile shopping
Giggle launched its mobile app in hopes for revenue growth amongst its key demographic, millennial parents. The app is available for both Android and iOS to ensure maximum available to consumers.

Soon-to-be-parents can create a registry for their future baby showers directly within in their phones, which can significantly drive sales for Giggle. When a customer sees or thinks of a product she would like to add to her registry, she can immediately search for the item and include it.

Users also have the option to pay with Apple Pay, which is gaining more popularity amongst iPhone users. Customers can checkout quickly by using their thumbprint scanner, a feature that helps secure sales and alleviate cart abandonment by streamlining the purchasing process.

The retailer is also incorporating social media content from users, acting almost as a testimony from customers. Giggle is leveraging the user-generated pictures and videos to integrate it with brand assets.

The platform connects the user-generated content with related product information, and lets users add items to their shopping cart or gift registry.

The commerce app also has a bar code scanner for users to create their registry in-stores with their own mobile phones rather than an in-house scanner. This gives consumers control over their own experience, which will promote a positive shopping experience as well as drive sales.

Mobile commerce integration
Jewelry retailer Alex and Ani also merged engaging content with commerce in another comprehensive new app, a move designed to further build the brand and drive mobile sales (see more).

Similarly, digital electronics retailer Newegg launched a complete makeover of its applications and mobile site to streamline the checkout process and drive sales via iCloud integration, search optimization and exclusive deals, among other new offerings (see more).

“With Apple Pay, we are reducing barriers to purchase for consumers, ” Mr. Capehart said. “Ultimately, making it even easier to purchase than on the Web.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily