Fashion retailer Steve Madden has launched its first mobile app to reach shoe shoppers on their smartphones as it aims to drive more store visits and improve its digital conversions. Developed by GPShopper and launched on April 16, the app combines generic ecommerce features commonly seen in mobile apps from retailers – such as support for mobile payments – with branded content from Steve Madden’s lifestyle magazine. The company hopes this integration will provide a context for its products and offer customers some extra value with its editorial content rather than just pushing for sales. Moreover, the app can also send opted-in consumers push notifications on deals and promotions when they are close to a Steve Madden store.
What Retailers Need To Do
With more and more consumers choosing the convenience of online shopping over visiting physical stores, retailers are increasingly taking an omnichannel approach to reach shoppers on all platforms, especially on mobile. Steve Madden’s new app is illustrative of an emerging trend where retailers turn to branded content to inform customers of their products and build brand affinity. L’Oreal, for example, is running content site Fab that even covers products from competitors in order to earn the attention of beauty and makeup customers. Besides the content strategy, retailers can also consider using proximity technology to drive store traffic.
For more information on how retailers can connect with shoppers with an omnichannel approach throughout the purchase journey, check out the Boundless Retail section in our Outlook 2016.