Retailers shift their ad spending from TV, radio and print ads to digital ads.
It’s the upscale department store’s first step into mobile commerce.
High-end department store Saks Fifth Avenue has launched a mobile commerce site. Saks, No. 45 in the Internet Retailer Top 500 Guide, announced the new site on its Facebook page.
The mobile home page features nine categories including Women’s Apparel, Men’s Store, Just Kids, Home and Gourmet, and Gift Shop. The site enables shoppers to sign up to receive the department store’s e-mails, hosts a store locator, and offers the option to view Saks’ full e-commerce site. Saks auto redirects users to the mobile optimized site when they enter Saks.com into a mobile browser.
Product pages enable shoppers to tap images to zoom and the site offers a persistent shopping cart so consumers can always see what’s in their baskets. Saks built the site in-house, says Denise Incandela, president of Saks Direct. Saks has yet to create a mobile app or text messaging program; the site is the retailer’s first venture into mobile commerce.
Meanwhile, Saks’ main competitor, Neiman Marcus, is well immersed in mobile. It launched a mobile site in August and recently launched a commerce-enabled holiday gift app. It also has rolled out an app for Apple Inc.’s iPad tablet computer that enables shoppers to buy goods from Neiman Marcus catalogs and publications. More than 1% of traffic to the Neiman Marcus web site comes from iPads, Neiman Marcus has said.
Neiman’s Bergdorf Goodman brand launched in February an iPhone shopping 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’ every day, the merchant says.