Retailers shift their ad spending from TV, radio and print ads to digital ads.
Shoppers who buy through the iPhone app get free shipping and special surprises.
Upscale department store Neiman Marcus has launched a holiday gift app for Apple Inc.’s iPhone and iPod Touch devices that offers shoppers free delivery and gift wrap, and the ability to shake their devices for a special surprise.
The app displays gift ideas updated daily by the Neiman Marcus buying team and a Surprise Me feature that enables shoppers to view unique gift ideas by shaking their mobile devices. Shaking an iPhone activates the device’s accelerometer, which triggers a function within an app. Shoppers also can browse by price range choosing Little Gems, $100 and under, $200 and under, or $300 and under, or select Indulge to browse more expensive items. They also can view gifts by category such as For Him, For Her, For the Home or For Kids.
The app also enables Neiman Marcus shoppers to log in to their Neiman Marcus e-commerce accounts and access saved shipping and billing information or create an account. The retailer says through Christmas it will donate $1 to Big Brothers Big Sisters for every app downloaded or until it reaches $30,000 in donations.
“We are delighted to be able to offer our customers the ability to do their holiday shopping anytime and anywhere,” says Gerald Barnes, president, Neiman Marcus Direct.
Bergdorf Goodman, which is owned by The Neiman Marcus Group, launched in February an iPhone app called Today’s Shoe, which features a Shoe of the Day and access to the retailer’s Shoe Salon. Bergdorf Goodman customers have downloaded the app 150,000 times and 15,000 customers click through to see the ‘Shoe of the Day’ each day, the merchant says.
Neiman Marcus also launched this month an Editions app for Apple’s iPad that enables consumers to buy goods from Neiman Marcus catalogs and publications. More than 1% of traffic to the Neiman Marcus web site comes from iPads, CEO Karen W. Katz told analysts during the retailer’s recent fourth quarter earnings call.