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Donna Karan incorporates SMS into mobile app to encourage usage

February 16, 2011

Donna Karan has integrated SMS push notifications into its mobile app to engage consumers even when they are not using the application.

The brand recently relaunched its ecommerce Web site, adding a more personal touch through features such as Donna’s Journal. The application has been upgraded to include push notifications and video.

“Marketers need to embrace mobile marketing as an integrated channel that enhances other marketing efforts in and around social, email, search and display,” said Karen Greenberg, vice president of sales and marketing at CopiaMobile, Scottsdale, AZ. “They also need to choose how they plan to use this channel through an app, mobile Web and SMS.”

Inside DK’s world
Donna Karan’s application provides information on new collections, a section on the products that the designer loves, women who inspire, travel destinations and celebrity fashion advice and tips.

The application is different from other branded apps because it takes advantage of mobile devices’ ability to inform consumers by using push-notifications whenever there is an update to the application in any of the sections.

“Keeping the consumer interested in your app is key,” Ms. Greenberg said. “Marketers need to give the consumer a reason to keep going back to that app.

“This is where using SMS as a strategy can help alert the mobile audience that there is new content in the app,” she said.

Consumers will also see an icon on the top of the application that notifies them when there is a new feature available.

Users can submit questions to the designer, read about women who donate to charities and inspire Ms. Karan with their philanthropy work and browse question-and-answer sessions about fashion advice with celebrities.

The application also shows places that the designer has traveled to, and how Donna Karan incorporates each place as inspiration for the brand’s collections.

In addition to this, the application has a section dedicated to collections and incorporates videos, images and wallpapers. There is also a store locator so that consumers can go to the nearest retail location.

The application is not commerce-enabled, but there is an option to contact or be contacted by a personal shopper. It also lets users share products through social media and email.

Mobile practices
With the plethora of branded applications on the market, it can be hard for luxury brands to capture consumers’ attention with just a mobile device.

Industry experts recommend having SMS notifications, calls-to-action and optimized Web sites to fully engage consumers.

The Donna Karan application converges mobile apps and SMS, which brings notice to new products and information about the brand.

Another option is considering developing a cross-platform branded application.

Since most applications are made for iPhone and iPad users, it cuts out other smartphone users that cannot share in the branded experience.

This especially applies if the brand does not have a mobile Web site or use other mobile notifications.

“A survey pegged approximately 62 million smartphone users in the U.S., with 25 percent on iPhone,” said Sean Rosenberg, U.S. managing director of Grapple Mobile, London. “Why not go for more potential with new platform, or multiple platforms.

“Cost is a big problem for brands, but there’s more of a chance to hitting a larger cultural diversity both in the US and globally,” he said.

To allow interaction with all consumers, the brand should consider these options.

“The most beautiful thing about brands and mobile is giving the brand the ability to communicate directly with the consumer,” CopiaMobile’s Ms. Greenberg said. “When the consumer opts-in to the mobile marketing campaign or downloads the app, the brand now has the ability to drive a relationship with that consumer.

“Brands need to understand what they are trying to achieve out of that relationship,” she said. “One goal could be to find out what these consumers really want next from that brand.

“Treat them as if they matter, just as you would do in any important relationship.”

Final Take
Grapple Mobile: Applications aren’t just for iPhones anymore

Rachel Lamb is an editorial assistant at Luxury Daily. Reach her at rachel@napean.com.

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.