November 29, 2011, 1:10 PM

Fusing stores and web

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

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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.

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