November 9, 2010, 12:47 PM

Express launches m-commerce site and enables purchasing through its apps

The fashion retailer now allows customers to buy via mobile phone any product it sells.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Shoppers can now make purchases through the retailer's m-commerce site and mobile apps.

Express LLC has had iPhone and Android mobile apps for awhile now. The apps enabled shoppers to browse the apparel and accessories retailer’s complete catalog of products. But shoppers couldn’t make a purchase.

Now they can. And not just on an iPhone or Android phone. Express has launched an app for BlackBerry smartphones along with an m-commerce site accessible via any phone with access to the web. A shopper types the standard URL into a mobile web browser and Express automatically redirects her to the mobile-optimized site.

What’s more, the merchant has added bar code scanning functionality to its apps, allowing a shopper to use her smartphone’s camera to read a bar code and in turn receive through the app detailed product information, imagery, customer reviews and more. Express, No. 144 in the Internet Retailer Top 500 Guide, believes enabling customers to, for example, read online reviews in stores will enhance the shopping experience.

“We believe that mobile is the natural evolution of multichannel retailing. The advances in mobile technology and the integration that creates between online and stores will dramatically alter how we speak to customers,” says Jim Wright, vice president of e-commerce and customer relationship management. “Creating a unified brand and customer experience for the Express customer is critical, because, in the end, the customer doesn’t understand the differences between channels. Customers want a brand that allows them to choose how and where they wish to shop.”


Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of that will let customers and Quill ...


Charles Nicholls / E-Commerce

E-mail remarketing: three best practices to maximize revenue

Consumers who make it to the shopping cart are interested in buying. The chief strategy ...