Retailers shift their ad spending from TV, radio and print ads to digital ads.
The online apparel retailer designs an app for iPhone users first.
Karmaloop LLC, which sells trendy apparel to younger consumers online, plans to launch an app for the iPhone this month. The app will feature one-click checkout, says Anand Shah, the company’s chief operating officer.
The retailer, No. 196 in the Internet Retailer Top 500 Guide, also plans to launch a mobile site within the next few weeks, he says. Karmaloop last year had a mobile site that the retailer launched with help from vendor CardinalCommerce.
Consumers with iPhones will be able to use the app to save login settings, along with one-click checkout, Shah says. “This, along with enhanced refine and keyword search capabilities, is where most of the emphasis is, hopefully making the app distinct with differentiating features,” he adds without offering more specifics.
He says that 5% to 6% of the site traffic to Karmaloop.com comes from mobile phones; of that, about 60% comes from iPhones, making it an easy decision to target the Apple smartphone. A recent report from The Nielsen Co. says that while the iPhone trails the BlackBerry in the percentage of consumers who use it—BlackBerry commands a 35% share compared with iPhone’s 28%—the iPhone is the top priority among retail app developers.
Karmaloop is working with in-house resources and mobile technology vendor Usablenet on the mobile commerce efforts, Shah says.