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Neiman Marcus sells luxury goods via mobile site

August 17, 2010

neiman-1Neiman Marcus Group Inc. is letting affluent consumers shop its full merchandise assortment including couture dresses, designer bags and shoes via a new mobile-optimized shopping site.

Users can shop the luxury retailer’s mobile site via any device. Neiman Marcus partnered with Usablenet to optimize its existing ecommerce site.

“We are hoping to increase traffic to our site as well as sales,” said Ginger Reeder, vice president of corporate communications at Neiman Marcus Group, Dallas.

“The mobile site targets our traditional online customer who wants quick and easy access to new product right away and a younger customer who perhaps has more experience with mcommerce,” she said. “We created the mobile site to enable our customers to shop at Neiman Marcus with ease, anywhere they may be.”
Neiman Marcus has stores, catalogs and ecommerce operations.

The company also owns the Bergdorf Goodman brand.

Besides Neiman Marcus, Usablenet works with companies such as Victoria Secret and Dooney & Bourke.

Here is a screen grab of the mobile site:

Luxury goods

Consumers can access the mobile site by entering on their mobile device.

Then, users will be automatically redirected to the moblie commerce site.

Neiman Marcus’ entire merchandise is available on its mobile site.

Here is another screen grab of the mobile site:


Consumers can shop designer apparel, including Alexander McQueen, Herve Leger, Zac Posen, Nanette Lepore, Rachel Roy and Jason Wu.

Shoppers can purchase anywhere from a $58 Splendid scoop-neck tee to a $1,950 Gucci long sleeve wrap trench dress.

“We know that they purchase [expensive items] from our Web site, so this merely gives them another way to access the site,” Ms. Reeder said.

Here is another screen grab of the mobile site:


Completely mobile
Customers can also access full account management, including order history and status, as well as store locations.

This is not the Neiman’s first foray into mobile.

Neiman and Bergdorf Goodman have a Shoe Salon application that offers 24-hour access to the season’s must-have shoes and is available for the iPhone and iPod touch (see story).

Gerard Barnes, president and chief executive officer at Neiman said that the company will be completely mobile by fall – with applications and a mobile site (see story).

Additionally, with the promotion of its new site, Neiman’s is offering a “Fashion Anywhere” sweepstakes.

Any purchase made on the mobile site from now until Sept. 30 will be automatically entered for a chance to win first class tickets for two to any destination of his or her choice and a $10,000 American Express gift card.

“Neiman Marcus recognized that it was imperative to optimize their mobile commerce channel in order to create a better user experience for their customers,” said Jason Taylor, vice president of global product strategy at Usablenet, New York “The Neiman Marcus mobile site enables customers to both browse and purchase products while on the go, as well as look up information and compare items while in the store.

“Post-purchase, customers can easily check up on the status of their account,” he said. “We are already seeing the average purchase price of items steadily increasing – believe it or not, $1,300 purchases are becoming more and more common.”

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

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