Gallagher’s Pretty Green goes m-commerce with Simply Tap

Rating: Fashion retailer’s customers use Mobile Money’s tech to make purchases

Retailers can no longer afford to ignore the power of the mobile sector for online purchases. For example, Liam Gallagher’s fashion retailer, Pretty Green,  has seen its mobile traffic rocket by almost 300 per cent in just six months. Consequently, mobile now accounts for some 45 per cent of the fashion retailer web traffic. Hence Pretty Green has selected Mobile Money Network‘s (MMN) Simply Tap solution to power the checkout on its new mobile store. The development is the culmination of previous successful projects between MMN and Pretty Green.Earlier on, the fashion retailer used Simply Tap to sell accessories via Facebook.

Plus it sold exclusive tickets to music-themed events, and vinyl albums from its store windows in partnership with Universal Music.

Once registered, Pretty Green customers can pay securely using Simply Tap and have their purchases delivered with just one tap on their mobile device.

“In the past year our mobile traffic has rocketed from around 15 per cent of all web traffic in January [2012] to 44 per cent now,” Pretty Green’s brand director, Nigel Grant, explained.

He continued, “It’s clear our customers want to use their mobile device to browse products and make easy, instant and secure purchases.”

Mobile Money Network’s md, John Milliken, commented, “Previous initiatives with Pretty Green have shown that their customers love the simplicity of being able to buy quickly, easily and securely on their mobile phone.

He added, “The huge spike in mobile traffic that Pretty Green has seen this year reflects conversations we are having with other retailers and highlights that the mobile device is quickly becoming the consumer’s preferred way of buying.

We also know that it’s just not good enough to put an e-commerce checkout on a mobile store because it’s too difficult to use and customers will drop out. A mobile checkout powered by Simply Tap solves this problem.”

Instant mobile checkout apps from MMN are available from the iTunes APP store and Google Play for Android phone users.

Significantly, an estimated 3.5 million Carphone Warehouse smartphone customers across 800 stores will be offered the Carphone Warehouse Mobile Checkout app – powered by Simply Tap – at point of sale in 2012.

Last month [August 2012], Associated Newspapers launched ‘Mail Shop Instant Mobile Checkout App’ powered by Simply Tap to enable more than 8 million daily readers to purchase directly from the Daily Mail, Mail on Sunday newspapers.

In addition the deal covered dedicated shopping supplements, the Mail Shop online and from within the app itself using the Mail Shop in-app Marketplace.

Pretty Green’s Grant concluded, “This is another step towards including mobile as an important part of the Pretty Green shopping experience, our next step is to use the mobile and Simply Tap to sell an extended range in-store.”