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Dive Brief:
Bealls is launching a mobile app, the off-price retailer said in a press release on Friday.
The app is aimed at creating a more connected shopping experience across channels, while also supporting the company’s broader strategy surrounding loyalty, customer acquisition and lifetime value.
The mobile app is part of the company’s marketing strategy, which involves harnessing data, technology and creativity to connect with its customers and boost its brand recognition, the company said.
Dive Insight:
Ahead of its mobile app launch, Bealls on Friday kicked off a national integrated marketing campaign, dubbed “For the Haul of It.” The campaign highlights the experience of finding unexpected treasures at affordable prices, according to the release.
“We want more people to see us, recognize us, remember us and ultimately visit us,” Leana Less, senior vice president of marketing at Bealls, said in a press release. “Marketing creates the reason to come, and our stores create the reason to return.”
Bealls is introducing its mobile app amid a brick-and-mortar expansion. In August, the company announced plans to open 13 new stores and expand its buying office in New York City. The company on Friday noted that it is growing its store footprint to over 650 locations across 23 states.
Along with Bealls, other major off-price retailers are widening their reach. Ross earlier this week said it completed its store growth plans for the fiscal year, opening 115 locations. And in late August, Burlington said it had opened nearly 150 net new stores in the last 12 months.
With the busiest retail season of the year quickly approaching, Bealls’ mobile app rollout comes as consumers are predicted to spend more online this holiday season. Between Nov. 1 and Dec. 31, online retail sales are forecast to grow by 6.7% year over year to $275.1 billion, according to an Adobe analysis. Meanwhile, Cyber Week sales are expected to increase by 7.4% from last year to $47.5 billion, and Black Friday sales are predicted to jump 9.2% to $12.9 billion, Adobe found.