Outdoor gear and apparel cataloger The Orvis Co. is using new mobile applications to create a more engaging and personal relationship with loyal customers.

Orvis has launched apps for the iPhone and Android as it gears up for the holiday shopping season. The apps join the retailer’s mobile optimized site, which was launched last fall. 

“Orvis introduced their new iPhone and Android rich apps is to enhance both their marketing and mobile strategies by providing their loyal customers with the ability to search, browse and buy Orvis products while at home, on the go or in the store itself,” said Dan Lowden, vice president of marketing for Digby, Austin, TX.

“The Orvis apps are designed to deliver unique and meaningful content and to further engage their valuable customers through a deeper, more personal relationship driving sales and customer satisfaction and loyalty,” he said.

“The app is becoming the new loyalty card and is a perfect fit for Orvis Facebook followers and loyalty members.

Deeper engagement
Orvis, Sunderland, VT, worked with Digby to develop both the apps and the mobile site.

Some of the features found in the new Orvis apps include search and browse capabilities, easy navigation, product descriptions, store locators and the ability to share via Facebook, Twitter and email.

The Orvis iPhone app can be downloaded from the Apple iTunes Store and the Android app can be downloaded from the Android Marketplace or directly from www.orvis.com.

The difference between Orvis’ app and its mobile site is that the former were designed for deeper engagement.

This could help Orvis drive sales during the upcoming holiday season, when mobile commerce is expected to grow significantly.

“The significant difference in the apps is that they are designed to develop a deeper, more personal relationship between brand and consumer by having the customer download the app for faster, more frequent and higher value experiences whether they’re in the store or on the move,” Mr. Lowden said.

“In doing so, Orvis can drive incremental sales, increase customer loyalty and learn more about consumers’ buying behavior to serve them better in the future,” he said.

“It is through the Orvis mobile optimized Web site that consumers will initially engage with the brand, but it is through the rich apps that these occasional visitors will become loyal customers.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York