In 2012, the term “omnichannel” became more than a buzzword, as big-name retailers made significant investments in streamlining the consumer buying experience across all channels.
During this holiday season, for example, Limelight Networks reported that 20-25 percent more consumers planned to research and/or purchase holiday gifts on their Internet-connected mobile devices this year compared to last year. A plethora of other reports also indicates that consumers research products online before buying in store. These trends all lead to the need for retailers to provide a consistent, relevant and intuitive experience across all channels.
Companies like Cache, a specialty chain of women’s apparel stores, recognize this need. Recently the retailer introduced a new mobile app, powered by mobile and multichannel technology company Usablenet, built to give consumers more real-time functionality and engagement in-store.
The company reports that its new mobile app is a strong step in the direction of driving even further synergies between the in-store and digital channels. The app differentiates Cache from its competitors by focusing on the in-store experience. It includes:
-Geo-location capabilities and targeted messaging/offers based on where the consumer is in proximity to a Cache store.
-In-store mobile barcode scanning that allows consumers to receive ratings, reviews, and other info about a product immediately. This is about enhancing the in-store experience by making it easy for shoppers to research products in the store.
-Push notifications (thanks to a partnership with Xtify) that deliver relevant information based on what Cache knows about the customer's preferences. Using specific knowledge about the behaviors the customer is using in the app to drive specific, targeted interactions.
“We are excited to partner with Usablenet given its experience in retail and its strategic perspective on mobile,” said Kevin Metz, Vice President of e-commerce at Cache. “We believe their platform supports a positive shopping experience via mobile app, and ensures that the app has a tactile and current feel. Usablenet aligns perfectly with our goals to make our constantly changing collections readily available on mobile and to drive sales by connecting with our customers through relevant push notifications and special deals.”