Membership discount retailer DirectBuy launched a commerce application to expand its services and remain competitive, with shoppers able to use a concierge service to search for products anywhere.

Consumers are using mobile devices to shop smarter through finding discounts and competitive products while on the go, and DirectBuy is leveraging this to kick start sales on its new mobile app. The retailer is serving features such as discount notification, product search and an option that allows consumers to find any product they see in stores as well as nonretail locations.

“Mobile is a very important part of DirectBuy’s member experience,” said Ted Fay, senior director of digital marketing at DirectBuy. “Increasingly, our members have been engaging with DirectBuy digitally, reducing the number of visits to our brick and mortar locations.

“Our members are looking to DirectBuy to be available whenever and wherever they are,” he said. “Mobile is an extension of this, allowing our members to browse our catalogs, purchase products, track orders, and contact us directly from wherever they are.

“This includes the dual screen experience of shopping online on a tablet while watching TV, shopping on the go, or just taking a moment to check order status on a phone.”

Personalized mobile shopper
The My DirectBuy app released for iOS and Android September 23 and allows users to shop and search through their mobile device. The retailer is enticing users by making the mobile experience highly personal, which customers have no come to expect.

Users can snap a photo of an item they are interested in, whether at a bricks-and-mortar store, a magazine, at a friends home or in an office, and upload it to the My DirectBuy app. A concierge service will search for a product, which matches the item uploaded.

This creates a simple, convenient and individualized shopping experience for customers and not only helps drive sales for DirectBuy, but also creates a positive brand sentiment and can increase membership numbers.

Consumers enjoy engaging with unique and personal experiences such as this. The more convenient retailers can make the shopping experience for customers, the more positive they will feel towards them while also increasing the chances of them spending more.

The Concierge Shopping team curates relevant products for the user within the hour, which increases the chances on follow through on purchases. The less time in between checkout and initial interest the less likely the shopper is to drop out.

Members on the app can also track shipment orders, purchase items, search new products and browse promotions. To promote the new app, DirectBuy is sharing 30-day free memberships for new customers.

Application innovation
Similarly, Kohl’s introduced store mode in its mobile application so shoppers can more easily search inventory and locate in-store deals as the department store integrates with Apple Pay and Visa Checkout, underscoring the effectiveness of omnichannel approaches in driving sales (see more).

Also, Sally Hansen aimed to ramp up mobile sales by introducing the ManiMatch application, which allows beauty enthusiasts to use a scanning feature to try on more than 200 nail polish shades before receiving personalized color suggestions and the option to purchase their favorites (see more).

“We also recognize that email usage, while still relied upon by a large number of our users, is only one channel of communicating with our members,” Mr. Fay said. “Our My DirectBuy app now allows for notifications directly to the member, allowing for easy and direct contact between the member and DirectBuy.

“DirectBuy members can now work with DirectBuy on their own terms, using phone, email, mobile apps, websites, and more,” he said. “Our goals of this app are simple.

“We would like to increase the number of our members who make purchases from DirectBuy. The app is a key part of that strategy, putting the power of mobile, and the unique “I Want That!” feature right at the member’s fingertips.”

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily