The Rugby Make Your Own application is truly something unique in terms of the experience that it provides users.
The application was a first of its kind within the Ralph Lauren family of innovative lifestyle marketing. Consumers can make their own Rugby directly from their iPhone or iPod touch and share the style and buy it.
Consumers can customize their own Rugby with patches, share and order their Rugby styles within the application.
The application followed the successful launches of http://www.rugby.com and http://m.rugby.com.
The application is meant to serve as a 360-degree retail innovation platform that engages with consumers through mobile, in-store kiosks and outdoor display content in store windows, and online.
Also, Rugby stores in New York and San Francisco have an interactive store window where pedestrians walking the streets are encouraged to stop and create their own Rugby or browse the gallery of Rugbys created by users of the iPhone application.
Much like the iPhone experience, users just drag and drop by swiping their hands over the store window and can buy Rugbys by swiping their credit cards.
In April, the preppy retailer launched an iPhone-optimized site for Rugby.com, the site for its sporty line of Rugby apparel.
Like the existing WAP site that is optimized for all other mobile devices, the iPhone site lets consumers browse and buy all products that are available on Rugby.com.
Mobile advertising drove consumers to the mobile site and application.
1 comment:
I never realised that Rugby was so popualr in the States. I know they have their International team but it is refreshing to know that rugby is moving with times on mobiles and i-phones. This will be really useful in and around the next world cup in New Zealand for which the best online bookmakers currently have New Yealand again as favourites.
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