Columbia Sportswear Co. launches mobile storefront

Woburn, Mass. Demandware announced that Columbia Sportswear Co. has launched a mobile storefront with Demandware's mobile commerce application. This new storefront, Columbia.com/Mobile, reaches outdoor enthusiasts directly on their mobile devices where they can learn more about Columbia, its product line and shop on the fully e-commerce-enabled site.

Using Demandware, Columbia was able to replicate the same product assortment that is available on its e-commerce site for their mobile site. The Columbia mobile site includes a searchable product catalog and product information such as ratings and reviews. In addition, through integration with Where2GetIt, a store locator provides the ability to look up nearby stores that sell Columbia products using a smartphone's GPS. With the addition of a mobile storefront, Columbia provides a rich cross-channel branding experience for customers, whether they're shopping at one of its retail partner's stores, at its company-owned stores, at home or on the go.

"Our customers are using their phones to check their e-mail, look up information and shop, so a mobile storefront is a great opportunity for us to broaden the ways our consumers can interact with our brand," said Paul Zaengle, senior director of e-commerce for Columbia Sportswear.