Mobile users will automatically be redirected to the site when they type in the standard Neiman Marcus web address, thanks to the new site which was created with tech specialist Usablenet. The company’s full merchandise assortment is available, as well as customers’ full account management details, order history and status, and store locations.
“We are hoping to increase traffic to our site as well as sales,” said Ginger Reeder, vice president of corporate communications at Neiman Marcus Group.
“The mobile site targets our traditional online customer who wants quick and easy access to new product right away and a younger customer who perhaps has more experience with m-commerce,” she said. “We created the mobile site to enable our customers to shop at Neiman Marcus with ease, anywhere they may be.”
While only a small percentage of retailers have delved into mobile commerce, most, such as Target, JCPenney and Macy’s, are targeting more moderate consumers, Neiman Marcus is betting that affluent consumers want the convenience of shopping designers, such as Gucci, Herve Leger, Zac Posen, Nanette Lepore, Rachel Roy or Jason Wu, anytime 24/7.
“We know that they purchase expensive items on our website, so this merely gives them another way to access the site,” Reeder said.
In fact, this isn’t the luxury retailer’s first foray into mobile commerce. Neiman and Bergdorf Goodman have a Shoe Salon application that offers 24-hour access to the season’s must-have shoes for the iPhone and iPod touch.
Gerard Barnes, president and ceo, said that the company will be completely mobile by fall, both with applications and a mobile site.
In addition, to kick off the new mobile site, Neiman’s is offering a “Fashion Anywhere” sweepstakes. Any purchase made on the mobile site through September 30 will be automatically entered for a chance to win first class tickets for two to any destination of the shopper’s choice and a $10,000 American Express gift card.