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Jos. A. Bank Black Friday mobile traffic spikes 3,000pc

December 19, 2011

The Jos. A. Bank mobile Web site

Jos. A. Bank saw mobile traffic increase 3,000 percent on Black Friday compared to its daily traffic.

The retailer revealed its mobile site earlier this year after experimenting with mobile coupons, an iPhone application and in-store campaigns. Jos. A. Bank’s mobile site was developed by 5th Finger.

“Our best customers shop from all channels – retail, catalog and Internet, so mobile is a natural fit with our multichannel strategy,” said Peter Zophy, divisional vice president of ecommerce at Jos. A. Bank, Hampstead, MD.

“Because of our commitment to quality, our product will always have the same fit, which allows customers to order replacement items easily on the Web or their phone,” he said.

Jos. A. Bank is a men’s retailer that focuses on tailored and casual apparel and operates 552 stores throughout the United States.

High-taste mobile
Jos. A. Bank decided to focus on creating its mobile site earlier this year.

Before making the site commerce-enabled, the retailer found that a significant number of shoppers were willing to download mobile coupons and incentives and redeem them in-store.

The mobile site is merchandised to display the retailer’s newest products and promotions at the top.

The site slims down Jos. A. Bank’s inventory into apparel categories. Once users select a type of clothing, the options are narrowed down by name and style.

Users can also flip through photos, view items by price and search for specific keywords.

Recently, Mr. Zophy said that after replacing the company’s Web site with a mobile site for devices, online traffic increased ten-fold (see story).

The company also has an iPhone app that lets users find the nearest location, clip and store mobile coupons and browse the company’s inventory.

The company says that it plans to make the iPhone app shopable in the near future.

Thanksgiving growth
Jos. A. Bank is not the only company to see sky-high mobile sales on Black Friday.

According to Paypal, global mobile sales grew 516 percent year-to-year on this year’s Black Friday (see story).

Whether it is from a mobile site or an app, shoppers are turning to mobile to help them find the best deal online or in-store.

By using a mobile site to drive holiday sales, Jos. A. Bank is able to reach a broader set of consumers than a mobile site can generate.

“We are going to take our findings from this holiday shopping season and optimize our mobile plan from there,” Mr. Zophy said.

“We believe mobile presents another opportunity to connect with our customers and we want to maximize that opportunity,” he said.

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

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