November 29, 2011, 1:10 PM

Fusing stores and web

PacSun builds a 2-D bar code scanner into its robust mobile app.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Talk about an up-sell. Pacific Sunwear of California Inc. built into its impressive mobile app a 2-D bar code reader. A shopper in a PacSun store can open the app and point her phone at a QR code on a product or sign and the app automatically opens a mobile video that, in one case, explains how a fabric makes a particular product better—and a bit more expensive. The app fuses the store and web to drive customer engagement with the brand and sales, says Tim Katz, senior online operations manager. “By taking advantage of newer technologies within our app we can open up a whole new world of possibilities,” he says. And with its m-commerce site PacSun is an HTML5 pioneer. “We are seeing great growth, ROI and potential with m-commerce, which is leading to continual focus on the channel,” Katz says.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

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

Advertisement