Fashion chain Sportsgirl is forging ahead on the digital front, with plans to push new technology in-store and revamp online operations within the next few months.
Sportsgirl strategic brand manager Prue Thomas said the retailer has flagged a number of initiatives as part of its digital strategy for 2012, including dynamic store signage and interactive technology, which will roll out from March.
“In terms of our digital strategy, we are not deviating from the current digital schedule which includes our mobile strategy. But in addition, we are also trialling a number of social media integrated mirrors and fixtures in-store from March onwards, which will our customers to interact directly with our Facebook page, Twitter account and purchase from the website while they are in store,” she said.
“We have also just linked with a location-based social networking site, the details of which I can’t disclose the at this stage, but it is geo-locator social networking partnership which will go live within the next six months.”
Thomas also revealed that 2012 will be the year that the Sportsgirl website “relaunches and re-platforms in order to meet growing expectations and increased sales demand”.
“Sportsgirl will relaunch its website over the coming year in partnership with its new digital agency Amnesia Razorfish. The new platform will service all of the brands within the Sussan Group. We all recognise the necessity to re-build our foundations in order to meet growing demand domestically and internationally and for that to occur, platform investment was required,” she said.
In June last year, the brand became the first fashion retailer in Australia to launch QR codes in-store, and in July 2010 was also the first Australian fashion retailer to launch a mobile shopping platform/application.
