December 29, 2008, 12:00 AM

To stay competitive, Ralph Lauren designs a mobile commerce site

Polo Ralph Lauren has launched a mobile commerce site: m.RalphLauren.com. The site lets shoppers purchase clothing via their cell phone or web-enabled handheld device from the company’s three main fashion lines.

Mark Brohan

Research Director

Polo Ralph Lauren Corp. has launched a mobile commerce site, m.RalphLauren.com, where shoppers can purchase clothing and accessories with their cell phone or web-enabled handheld device from its three collections.

Ralph Lauren uses quick response, or QR codes, which are two-dimensional bar codes, so shoppers can access the mobile site by pointing and clicking their cell phone at codes appearing in advertisements, displays and other places. Shoppers can download software to read Ralph Lauren’s QR code by texting RLQR from their cell phones, the company says.

“Consumers want flexible and convenient services that are accessible and on-demand,” says a Polo spokesman. “Mobile commerce is appealing because our customers can shop anywhere and at anytime.”

Polo won’t disclose the number of shoppers who have used the mobile site or any sales-related information, but the destination has been popular, the company says. The mobile commerce site also features content such as men’s and women’s style guides with fashion trivia questions and a company magazine with lifestyle articles.

Polo Ralph Lauren operates Ralph Lauren Media, No. 87 in the Internet Retailer Top 500 Guide.

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