MORE THAN JUST A PRETTY PICTURE: Macy’s, Bon-Ton, Real Simple, Cosmo, Seventeen and 10 other retailers and magazines have simplified holiday shopping with an iPhone app that shows their gift guides and lets shoppers reserve or purchase an item immediately. Users can buy online or see a list of stores nearby that carry the item, then click to see if the item is in stock and reserve it in 10 minutes. The service was developed by shopping service NearbyNow, which has created similar applications for Lucky, Seventeen, Runner’s World and Bride’s.
The guides offer gifts for a variety of recipients and price points.
“This holiday season, probably more than any other in recent history, retailers must find new ways to make shopping and buying more appealing to consumers,” said Barbara Schrantz, The Bon-Ton Stores Inc. executive vice president of sales promotion and marketing. “We believe that building a multichannel experience is the best way to meet this objective. [This] is the most creative and unique way we’ve seen to deliver that multichannel experience to the consumer.” — Cate T. Corcoran