Ralph Lauren Mobile Commerce

By Butterboom Writers  /  August 18, 2008

Polo lets you to buy clothing through your mobile phone.


Polo Ralph Lauren Corporation today announced the launch of a mobile commerce service that will enable consumers to purchase products through their phones. Quick point your phone’s web browser to this: m.ralphlauren.com. Polo Ralph Lauren is the first luxury retailer in the U.S. to directly launch m-commerce while incorporating Quick Response (QR) codes in ads. Those are the black white barcode looking things you see in magazine ads and have been popular in Japan for years.

A true sign of the times when more and more clothing companies move to new technology. Ok let’s see how this spreads in Hong Kong. We know our readers are buying clothes online but will they start buying clothes through their mobile phones?

By leveraging QR code technology, Ralph Lauren will offer consumers the opportunity to shop via their camera phones by scanning the QR code appearing in print advertisements, store windows and mailers, which will link them directly to a special Ralph Lauren experience. In 2006, Polo Ralph Lauren introduced Interactive Windows – in conjunction with the U.S. Open. This year, the Company continues to push the envelope by bringing the world of Ralph Lauren to mobile phones.

The mobile site, m.ralphlauren.com, will offer with the limited edition 2008 U.S. Open Collection – as well as sell Ralph Lauren Classics including Polos, Oxfords and Chinos. In addition to the shopping functionality, the new site will also feature a Ralph Lauren Style Guide and exclusive video content.

“We look forward to embracing this new technology and breaking ground with innovative ways of connecting with our consumers,” said David Lauren, Senior Vice President of Advertising, Marketing and Corporate Communications for Polo Ralph Lauren.

QR codes have become mainstream in Asia and are quickly spreading throughout Europe, with this technology being increasingly adopted in the U.S. As more new phones with preinstalled reader software are introduced to the market, it is expected that QR codes will become prevalent in the years ahead. Already mobile commerce in Japan exceeds traditional computer-based e-commerce and with this mobile technology.


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