August 16, 2012, 1:31 PM

Charlotte Russe seeks mobile BFFs

It launches a site that offers 10% off if shoppers sign up for mobile alerts.

Katie Evans

Managing Editor, International Research

Lead Photo

Teen apparel and accessories retailer Charlotte Russe is looking for some new BFFS—preferably the mobile shopping kind.

The retailer has launched a new mobile site that offers shoppers 10% off if they sign up for mobile or e-mail alerts. The offer, available at the bottom of the mobile site, asks teens to “BFF us and get 10% off your next order!”

The m-commerce site was launched in conjunction with the retailer’s new e-commerce site. Both the mobile and traditional retail sites are designed by mobile and e-commerce technology provider Fluid Inc., and built by Fry Inc., a unit of Micros Retail.

 

“Our customers are inherently social—they’re on the move and they want to share their experiences with their friends—and they don’t want to be limited by their location or device,” says Evelyn Lee, senior vice president of marketing and e-commerce at Charlotte Russe. “Now, regardless of how they access our brand, they’ll never miss a promotion related to their favorite products.”

Shoppers who visit the mobile site can choose from five categories to start their shopping journey: New and Wow, Clothes, Shoes, Accessories, Sale, and Find a Store. They also can track their orders and add to a My Faves list, a tool that enables consumers to save items they like to view later.

After selecting one of the top categories, the site enables consumers to further narrow down their searches. For example, a tap on the Shoes category brings shoppers to a list of seven more selections including Flats, Pumps and Boots. If a shopper selects Pumps, she can again narrow by peep-toe or closed toe, and then by more options such as newest added, price or best seller. The site also marks items only available online with an Online Only badge.

From the product page, shoppers can enter a mobile number to have an image of an item and product details including a link to the product page sent to a phone via multimedia message.

Charlotte Russe, No. 364 in the Internet Retailer Top 500 Guide, operates 500 stores throughout the U.S. In addition to Charlotte Russe, Fluid has worked with such retailers and manufacturers as The North Face, Sears Holdings Corp. and Benefit Cosmetics.

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