A Forrester report points out challenges faced by some business-to-business firms working online.
The fashion retailer now allows customers to buy via mobile phone any product it sells.
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.”