Why Sharper Image Embedded a ‘Buy Now’ Mobile Capability Into its Catalog
Sharper Image decided to roll out the "Buy Now" capability after testing it with a subset of customers in the spring when its Father’s Day catalog was mailed. “We received great feedback about the app and noticed higher average order values from customers using it, so we decided to move forward with it," Grossman says.
The company also plans to include the "Buy Now" capability in its holiday catalog, which will be mailed the week of Nov. 25.
Sharper Image was attracted to Digimarc's Discover technology because it provides the retailer with engagement metrics, including which items are most popular in the print catalog. The metrics also include how many times a product was scanned and how many unique devices scanned each product. Unlike tags or QR codes, imperceptible digital watermarks don’t require any real estate on the page and don’t mar the design of the catalog.
“The Sharper Image catalog is a great representation of how retailers are blending their print and mobile experiences together into a seamless experience for consumers,” said Ed Knudson, executive vice president, sales and marketing at Digimarc, in a company press release. “Beyond catalogs, retailers can ‘mobilize’ direct mail, magazines, product packaging, signage, television commercials, radio ads and more. Doing this they’re able to collect the same engagement metrics from print and audio that they collect from their online campaigns.”