Saks Leverages Mobile to Link Digital and In-Store Shopping

Use of mobile devices is "becoming the norm," particularly among luxury shoppers, according to Denise Incandela, president and chief marketing officer of Saks Direct at Saks Fifth Avenue. "Therefore, brands should make their in-store experiences more mobile-friendly. There has to be a way to combine the rich search and finding capabilities of online and mobile with the luxurious in-store environment."

Incandela spoke at the Women's Wear Daily Digital Forum on January 25 in New York City, identifying mobile as a key connector for different channels, according to a report in Luxury Daily.

"Shoppers might see something in a store and buy it online, or buy something online and pick it up in a store or buy online and return to a store," said Incandela. "The point is that they are using the medium in different ways and for different reasons, and brands need to create a seamless cross-channel presence."

In addition to acknowledging shoppers' use of smartphones and tablets, Saks is conducting a mobile point-of-sale pilot at two of its OFF 5TH outlet stores, with plans for a wider rollout this spring.

For related content: Saks Fifth Avenue Pilots Mobile POS Prior to Wider Q2 Rollout
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