By Christine Kern, contributing writer
Retailers need to leverage mobile commerce to win customers.
Retail mobile commerce is anticipated to account for approximately one-third of total ecommerce sales in the US this year, eMarketer forecasts, and is expected to surpass 50 percent by 2021. That means that retailers need to understand the impact of mcommerce throughout the consumer journey and implement strategies to leverage it. “With nearly two in every three shoppers over 18 now using their mobile devices to shop, brands and retailers need to be more aware than ever of how to tailor their mobile commerce sites to the shopper,” according to The Integer Group report. “Brands and retailers that are not implementing a mobile commerce strategy are already behind the curve and losing business.”
To that end, BJ's Wholesale Club has announced a new mobile app with an Add-to-Card feature that allows customers to save coupons in-app directly to their club membership cards that will be automatically applied to in-club purchases without requiring additional steps from members.
According to the company statement, “BJ's is making significant updates to deliver an easy and convenient shopping experience through an integrated omnichannel offering. The company has launched new desktop and mobile sites as well as two new websites dedicated to its exclusive brands, Berkley Jensen® and Wellsley Farms®. BJ's expects to announce additional enhancements to its digital offerings, such as increased use of technology in its clubs.”
The Add-to-Card coupon gallery will feature all coupons found in The Little Book of Big Savings published by BJ's, in addition to manufacturers' coupons. The new app is now available on both iOS and Android devices.
"The new BJ's mobile app and Add-to-Card coupons give members access to BJ's unbeatable value and assortment anytime, anywhere," said Rafeh Masood, senior vice president and Chief Digital Officer, BJ's Wholesale Club. "At BJ's, we're committed to offering our members the most convenient ways to shop and save, and we're excited to launch these new features. Our new app lets members check prices at the nearest BJ's Gas location and track their annual savings or My BJ's Perks Awards® depending on membership level."
To initiate the launch, BJ's is also running a 30-day promotion giving club members who download the new app to locate and select a BJ's Gas location five cents off per gallon on their next fill-up.