MELBOURNE: Consumers now need never step foot inside a retail store or log on to a computer to get their hands on Sportsgirl apparel.
The young women's fashion retailer has gone mobile, launching an e-commerce store and multi-platform application designed for mobile phones.
Designed by digital marketing agency Citrus, the mobile platform allows consumers to browse and buy Sportsgirl apparel as well as engage with the brand's online community.
Sportsgirl's strategic brand manager Prue Thomas said the brand's 16 to 24-year-old female target market were early adopters of mobile technology.
“Sportsgirl customers want to be able to shop anywhere and everywhere, and this is the first step in our mobile marketing strategy to gain insights into the level of brand engagement and appetite for shopping our customers have on their mobiles,” Thomas said.
The mobile application is being promoted in-store, via an email campaign and an external marketing push. The application is available at: http://m.sportsgirl.com.au