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Lane Bryant pushes apparel sales via mobile coupon promotions

By
September 22, 2010

lane-bryantRetailer Lane Bryant is offering consumers location-based mobile coupons and promotions that can be directly redeemed from their mobile device.

The company is the 300th merchant to work with Yowza to offer the mobile coupons. Consumers can receive offers from more than 740 Lane Bryant locations nationwide.

“The strategy is to continue to sign the best retailers who care the most about their customers and want to be in touch with them directly,” said Greg Grunberg, cofounder of Yowza, Hollywood, CA.

“Lane Bryant is a brand that falls directly in line with Yowza’s mission – to bring consumers access to the best products at the best prices,” he said.

Lane Bryant is a specialty full-figured apparel retailer, providing stylish, high-quality fashion in sizes 14-28.

The Yowza application can be accessed on iPhone, iPod touch, BlackBerry, Android and Palm Pre devices.

Deal of the century
Consumers can search for Lane Bryant deals based on their current location or by ZIP code.

Customers can then select the coupon and present it at check-out to be redeemed directly from their mobile device.
Lane Bryant is featuring instant offers such as their current $25 off $75 promotion.

“Like all other Yowza retailers, Lane Bryant knows the value of linking directly to their shoppers and potential customers,” Mr. Grunberg said. “Lane Bryant is constantly in the pocket of the consumers that they want to reach.”

Mobile access
To access the Lane Bryant mobile coupons, consumers can choose the closest location.

Then, customers can view a map to show them where the store is located, access the company’s Web site or call that specific location.

Here is a screen grab of the application:

lane-bryant-1

Additionally, there is a coupon offer – which expires Oct. 3. – that reads: “Take $25 off your purchase of $75 or more, $50 off your purchase of $150 or more, or $70 off your purchase of $225 or more. Some exclusions apply. See Associate for details.”

Below the coupon, users can slide an arrow to view the coupon code.

Here is a screen grab of the coupon:

lane-bryant-2

Customers can also track and share their savings.

“Latching onto trends is not what we are after,” Mr. Grunberg said. “We feel loyalty programs are better left to the retailer and in the end the masses will not want to play games or be pestered by numerous offers thrown at them; simply put they want to access savings whenever and wherever they are in a way that’s as easy as – if not easier than – clipping coupons from their Sunday newspaper.

“For many retailers and malls, desperate times call for desperate measures, so push technologies are effective with certain demographics,” he said.

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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