How Lord & Taylor Integrates Print Ads with Mobile Commerce

Retailer Lord & Taylor hopes to increase customer engagement as well as sales by connecting mobile shopping with old-fashioned print advertising.

Lord & Taylor's parent company, Hudson's Bay Co. (HBC), deployed a mobile app in January that allows customers to scan print pictures with their mobile phones and then buy the items immediately, without having to visit a Lord & Taylor website.

Ryan Craver, senior vice president of corporate strategy at HBC, says the ability to engage customers who are interested in what they see in ads is imperative in this digital age. The mobile purchasing capability lets customers follow through instantly when they see something intriguing while paging through the newspaper or an ad circular. Ordinarily, customers may put off purchasing the item until they are in front of a computer or in a store -- increasing the risk that a retailer will lose a sale, Craver says.

About 40 percent of the people who downloaded the app scanned an item in a print ad right away, Craver says. On average, customers scan seven products every time they use the application. He expects the app, from mobile commerce vendor Pounce, to help convert print material into actual sales.

To enable the process, HBC provides Pounce with product materials slated for print ads a week or two in advance. Pounce then ties image-recognition technology to the store's mobile site, which provides product information, such as available colors, price, sizes, ship time and, if available, more photos.

Getting to Frictionless

Craver says partnering with Pounce is another step toward omnichannel retail, which brings together every possible consumer touch point from in-store shopping to online purchasing.

Craver says he hopes the technology may someday allow a consumer to use a smartphone to scan a product pictured on a sign, displayed on a mannequin or hanging on a store rack and then read about or order it right then and there.

"It's about making everything in the store shoppable off someone's mobile phone," Craver says. "If I have a product that we don't have in a particular size, [the customer] can order it using a mobile phone."

Forrester Research analyst Julie Ask says HBC is on the right track. "We know with the mobile phone, to get someone to look through a website is hard. This is one thing that can remove a little bit of that friction."

However, she says, retailers can take this technology only so far right now. Image-recognition technology works when a specific item is already cataloged for identification. But it's not yet capable of taking any image scanned by a consumer - -a yellow dress, for example -- recognizing it and then displaying where to buy it. And it can't yet pinpoint which stores near the curious consumer have the desired item in stock. "That has to come together before powerful stuff starts to happen," Ask says.

Follow everything from CIO.com on Twitter @CIOonline, Facebook, Google + and LinkedIn.

Read more about retail in CIO's Retail Drilldown.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in