Bealls launches mobile app for connected shopping experience

Bealls is launching a mobile app to create a more connected shopping experience across channels while supporting its loyalty strategy. The retailer introduced the application on Friday as part of a broader marketing plan that uses data and technology to connect with customers and boost brand recognition. This move comes as the company expands its physical footprint to over 650 locations across 23 states.

For the Haul of It

Bealls kicked off a national integrated marketing campaign, called “For the Haul of It,” on the same day. The campaign highlights the experience of finding unexpected treasures at affordable prices. Leana Less, senior vice president of marketing, stated that the goal is to ensure more people see, recognize, and remember the brand, with stores serving as the reason for customers to return. In August, Bealls disclosed plans to open 13 additional stores and to enlarge its buying office in New York City.

Other major off-price retailers are also widening their reach. Ross recently completed its store growth plans for the fiscal year by opening 115 locations. Burlington opened nearly 150 net new stores in the last 12 months. As the busiest retail season approaches, Bealls’ app rollout arrives amid predictions that consumers will spend more online during the holidays. 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. 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.