British outdoor goods retailer Go Outdoors is mobilizing its loyalty program to drive consumers in-store via an iPhone app.

Go Outdoors is launching the app after seeing growth in its Web business and realizing the opportunity that mobile presents to combine digital and in-store experiences. The retailer is working with Mobilize Systems on this initiative.

“Go Outdoors is a retailer that is very coupon-driven and given how smartphone penetration is growing, they were looking to capitalize on the opportunity,” said Hugh Cockwill, chief operating officer at Mobilize Systems, Weybridge, Surrey.

“Go Outdoors is getting savvy with how it goes at its multichannel strategy and is looking at all points of sale, including mobile,” he said.

Go Outdoors operates 37 stores in Britain and focuses on outdoor equipment and clothing.

App rewards
Britain users can download the Go Outdoors app for free from Apple’s App Store.

Once downloaded, consumers are asked to create a Go Outdoors account.

Users can then search for either current coupons available in-store or view upcoming deals with a list that lets consumers filter the results.

Each user is given a unique bar code and ID via the app that can be scanned by an employee in-store.

A call to action with the retailer’s Web site is listed at the bottom of the page, which helps the retailer bolster its ecommerce sales.

By mobilizing, Go Outdoors is able to take the loyalty program application paperless via an app, which is a smart move from the company.

To promote the app, Go Outdoors is using print media enabled with QR codes to spread the word.

Mobile loyalty
Go Outdoors is not the only company using an app to bolster its loyalty program.

REI, which is the United States equivalent to Go Outdoors, also recently began using an app to entice consumers to join its reward program (see story).

Letting users store reward and loyalty information via an app is a great way for a retailer to create a relationship with consumers via their handsets.

Getting consumers to download and use an app can be tricky, but by letting users find deals and offers, it gives consumers an incentive to interact with a brand.

“From a brand’s perspective, they are willing to use more mobile technology as long as it is secure and can be redeemed quickly,” Mr. Cockwill said.

“Our platform is multichannel and we link in with ecommerce sites so offers can be redeemed in real time,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York