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New York & Company ramps up mcommerce strategy with mobile site

June 23, 2011

New York & Company Inc. is letting on-the-go fashion-savvy consumers shop their favorite looks via a mobile-optimized site, as well as opt-in to receive alerts for upcoming sales or offers.

The company decided to roll out the mobile site due to the overwhelming growth of consumers turning to their smartphones to make purchases. The company tapped Usablenet to power the initiative.

“Our new mcommerce site is an extension of our in-store experience and ecommerce site,” said Eran Cohen, chief marketing officer of New York & Company, New York. “As digital technology rapidly changes, New York & Company wants to ensure that our digital strategy remains flexible and stays current.

“Our new mcommerce site is the next step in the evolution of allowing our customer access to the NY&C brand wherever, whenever she wants,” he said.

“Our new mcommerce site caters to the modern woman with a life on the go.”

New York & Company is a specialty retailer of women’s fashion apparel and accessories. The company operates more than 550 stores in 43 states.

Mobile shopping
Consumers can access the mobile site by entering on their mobile browser.

The mobile site features the company’s full inventory and lets consumers shop by category such as latest trends and new arrivals.

Additionally, the company is currently running a City Summer Sale and lets consumers save money on some of their favorite looks.

The site features an accessible Find A Store tab, which lets customers find the closest location near them – no matter where they are.

“Our new mcommerce site is an integral part of our overall marketing and sales strategy,” Mr. Cohen said.

“By always providing our customers with the opportunity to reach the NY&C brand wherever, whenever she wants, we offer her a modern convenience while ensuring a seamless brand experience,” he said.

Mcommerce effort
Via the mobile site, consumers can also check their order status.

There is also an option that lets them sign up for email alerts and get $25 off.

Additionally, consumers can text the keyword SHOP to the short code 697895 (NYSTYL) to receive and opt-in for mobile alerts.

“New York & Company’s first mobile commerce site will provide its customers with an optimized mobile destination, consistent with the NY&Co shopping experience and accessible through any smartphone device,” said Nick Taylor, president of Usablenet, New York.

“The mobile site supports a speedy page load time, high-resolution product images and intuitive navigation – providing consumers with an efficient and reliable mobile experience and allowing full product catalogue search and browsing capabilities,” he said.

“Understanding that shoppers leverage multiple channels throughout the shopping experience, it is essential for the New York & Co. mobile site to be capable of leveraging the smartphone’s internal GPS to find nearby New York & Co locations in addition to providing full product search and purchasing capabilities.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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