Sportsgirl launches mobile shopping platform

Digital agency Citrus has created what it claims is Australia’s first retail platform for mobile devices  on behalf of client Sportsgirl.  

The announcement:

Sportsgirl, working in conjunction with digital marketing agency Citrus has launched the first Australian fashion retail mobile shopping platform/application to capitalise on the burgeoning growth of mobile among Sportsgirl’s ‘digital native’ customers.

Now live, the mobile ecommerce store and multi-platform application is the latest groundbreaking digital innovation from the fashion-forward retailer, enabling “Sportsgirls” to browse, buy and engage within its online community on their mobile phones.

The mobile store and app capitalises on the changing mobile behaviour of Sportsgirl’s target market of females aged 16 to 24, who are digitally savvy, constantly on the move and increasingly using their mobiles not just as an entertainment and information platform, but to browse and buy.

The mobile sales channel will function across a variety of mobile platforms, enabling Sportsgirl to gain valuable insights into their customers’ mobile shopping behaviour and identify opportunities within the mobile marketing channel as consumers’ use of mobile for ecommerce grows.

More and more “Sportsgirls” are spending time on their mobiles, and in 2009 AIMIA reported that 21% of Australians are using mobile for e-commerce, compared with 14% in 2008. Analysts Gartner also predicts that by 2013 mobile phones will outstrip PCs as the most common web access device worldwide. [S1]

Sportsgirl’s Strategic Brand Manager Prue Thomas says, “Our target market is way ahead of the curve when it comes to mobile. Sportsgirl customers want to be able to shop anywhere and everywhere, and this is the first step in our mobile marketing strategy to gain insights into the level of brand engagement and appetite for shopping our customers have on their mobiles.”

CEO of Citrus, Peter Noble says, “Sportsgirl has lead the way in connecting the brand to its customers through digital channels, and this foray into mobile as a marketing and sales channel is the next evolution of this.”

The mobile launch is supported by an in-store, eDM and external marketing push to drive customers to the site.

Source: Citrus press release


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