Target and Toys R Us posted overall sales declines during the holidays.
Apparel retailer Tommy Hilfiger has created a robust m-commerce experience that enables consumers to browse, search and buy. And it’s using newly launched mobile technology from e-commerce and now m-commerce technology vendor ATG.
An increasing number of retailers have been launching mobile apps for the iPhone to open what many call the fourth sales channel in time for the holiday shopping season. The latest mobile player: The Tommy Hilfiger Group.
Using the retailer’s new app, available for free at Apple Inc.’s App Store, shoppers can browse the complete Tommy Hilfiger collection with a flick and a scroll; use search and filters to find the latest styles by category, size or price range; touch, pan and zoom images to view product and outfit details; and add items to a cart and checkout with quick-fill capabilities (integrated with the shopper’s iPhone address book and a customer’s Tommy.com account address book) to enter shipping and billing information.
If shoppers can’t find an item in the local store, they can check availability on the iPhone and place an order, the retailer says. To make shopping as convenient as possible, it adds, a registered shopper’s shopping cart follows him, regardless if he starts online or on his iPhone. If an item is out of stock, shoppers can sign up for push notifications directly to their iPhones when the item is available. A push notification is a message sent through the app that sends an alert either through a visual badge, a sound or a message window.
“Our customers are already using iPhones and other web-enabled mobile devices to quickly connect and research products-our iPhone application enables the natural next step of making a purchase,” says Kate Terry, executive vice president of global e-commerce at Tommy Hilfiger Group. “Creating a smooth and entertaining experience for shoppers to explore, search and buy from the brand is an important function of our web-based initiatives, so we are very excited to launch our Tommy Hilfiger for iPhone application.”
Tommy has turned to newly launched mobile commerce technology from an established e-commerce vendor to create the m-commerce app. It is the first client to go mobile with Art Technology Group Inc. The vendor’s technology is called ATG Mobile for the iPhone, a system that provides a foundation for mobile storefronts optimized for Apple’s iPhone and iPod Touch and integrates with existing ATG e-commerce systems.
ATG Mobile for the iPhone provides a fast, feature-rich and user-friendly framework that can be easily customized for individual brands, the company says. It features flexible screen layouts for customer-specific styling, and embraces and leverages typical iPhone features and experiences, the company adds, so merchants can create mobile stores that are compelling and appealing to iPhone and iPod Touch users.