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Maurices aims for loyalty with new mobile app, site

April 20, 2012

Maurices' iPhone app

Clothing chain Maurices has rolled out a mobile site and application that lets consumers shop the latest looks and find a nearby store.

Maurices’ mobile app and site uses push notifications, mobile bar code scanning and offers to entice users to interact with the brand and create a closer one-on-one relationship. The app is available for free download for iPhone devices.

“The mobile app allows maurices to directly reach our customers via a communication channel that more and more prefer,” said Brett Trent, vice president of ecommerce for and, Duluth, MN.

“By being location-aware, we can communicate locally-relevant information at the moment that it becomes relevant when they near our stores,” he said.

“In addition, the functionality of an app over a mobile-optimized site allows for new tools for engagement and shopping.”

Maurices is part of Ascena Retail Group, which also operates the Dress Barn and Justice chains, and runs more than 800 stores in the United States and Canada.

Mobile shopping
Maurice’s mobile app is powered by Digby’s Localpoint platform with the goal of helping the brand build loyalty with its consumers.

After opening the app, users are asked if it is OK to use their location. The consumer’s location can be used to target offers and deals.

The app also includes a mobile bar code scanner feature that consumers can use to scan in-store products to comparison shop and learn more about the products.

Consumers can shop on the app by selecting their size and adding products to their shopping cart.

To speed up the check-out process, users can create a maurices account to store their information for future transactions.

Maurices also recently rolled out a mobile site – – to let non-iPhone users shop and interact with the brand. The site was launched Feb. 29.

Similarly to the app, the site is merchandised with icons in the middle of the page that let users quickly browse by clothing category. Seasonal items such as spring looks run across the top of the page.

Additionally, users can type in keywords in a search bar if they are looking for something specific.

Mobile retail
Both the mobile site and app include user-generated reviews so shoppers can see what others are saying about the product. Additionally, shoppers can share their favorite items via email, which helps spread the word about the retailer’s mobile initiatives.

Launching both a mobile app and site is a smart way for maurices to target as many mobile consumers as possible.

Using location to specifically target consumers also helps maurices build a one-on-one relationship with its consumers by giving them an incentive to shop from their mobile devices.

Going forward, maurices is looking for ways to connect with mobile shoppers in other channels, including email.

“Mobile devices and smartphones are very important to the maurices’ customers,” Mr. Trent said.

“Market surveys and our customers themselves tell us this, and we see a clear correlation between mobile device traffic and the timing of email messages, showing that an ever-increasing number of customers are follow links in our email messages from their smartphones,” he said.

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

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