Mobile Commerce on the rise

By Stefany Moore

80% of all products from Redcats Group’s 31 brands are already available for purchase on mobile devices. And CEO Jean-Michel Noir says he expects 10% to 20% of total sales to come from m-commerce by 2015. “Mobile commerce is going to be pretty big,” he says. He notes Redcats executives have had discussions with Japanese retailers that have been selling through mobile devices for several years. “And these fashion companies targeted at young women can reach 50% of their sales on mobile,” Noir says. In 2010, Redcats rolled out 15 iPhone apps, 11 iPad apps and numerous m-commerce sites for its brands. But sales so far have been marginal, as is the case for many retailers just getting into mobile.

Redcats, No. 31 in theInternet Retailer Top 500 Guide, operates 17 apparel, sporting goods and home decorating brands on more than 70 e-commerce sites in 31 countries. Sites includeOneStopPlus.com, TheAvenue.com, GolfWarehouse.com and LaRedoute.fr.

On another front, the multichannel retailer plans to continue investing in social media marketing, but Noir sees this as an experiment. “We are testing to see whether it can be a source of business for us,” he says.

Last month, the retailer launched a Facebook store for its flagship French home and apparel brand La Redoute. “We have 300,000 fans on the La Redoute page and we are trying to leverage that,” Noir says.  “People don’t really expect vendors to sell their products on Facebook, and that’s what we get from the customers.”

Redcats is part of France-based retail conglomerate PPR Group, No. 5 in the Internet Retailer Top 300 Europe.

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