December 13, 2013
App for aspirational adventurers
Our friends at outdoor recreation retailer Bass Pro Shops live by the motto “Your Adventure Starts Here.” For iPad owners, “here” is closer than they think. Using the Bass Pro Shops Interactive Catalog, they can bring the outdoor lifestyle they dream about to life with sensory information that educates, entertains, and informs.
“By creating the Bass Pro Shops Interactive Catalog app with Adobe Digital Publishing Suite, we’ve extended our aspirational brand promise in ways we couldn’t before,” says Stan Lippelman, vice-president of marketing, Bass Pro Shops. “If someone wants to try kite fishing from a saltwater boat, we can share articles, pictures, videos, slideshows, and graphics to get them started. Just like the people in our stores enable customers to do something by showing them how, the catalog app is a digital enabler.”
Other benefits of the Bass Pro Shops Interactive Catalog app include reuse of existing creative assets. The highly skilled design team at Bass Pro Shops is already familiar with Adobe creative solutions, such as Adobe InDesign, and produces the app completely in house. Reusing assets from the company’s print catalog takes advantage of existing workflows, reduces costs, and helps ensure brand consistency across channels.
The app connects directly to www.basspro.com, so customers never have to leave the app to shop. Bass Pro anticipates that customers who prefer the in-store experience will use the app to research specific products, and then come into stores ready to learn more and try out products with the retailer’s knowledgeable sales staff.
Customer response to the app has been overwhelmingly positive. To quantify how positive, the Bass Pro Shops marketing team is using the analytics tools within Adobe Digital Publishing Suite to determine the popularity of various features and how different channels drive traffic to each other.
“Our customers are passionate about what they’re doing,” says Eddie A. Vering, senior art director, Bass Pro Shops. “Using Adobe Digital Publishing Suite has helped us fill a void by creating a complement to our other print and digital materials. The app increases engagement through the use of rich media and engaging digital experiences and helps customers get more involved in their outdoor lifestyle.”
Users can be sitting in a cabin or in a tree stand and have the same rich, interactive experience with no internet connection required. The app also appeals to a younger demographic that is very attractive to the retailer.
“We’re learning as we go and we’re always trying to move forward,” Vering says. “Adobe Digital Publishing Suite is letting us be as aggressively creative as we can and we’re looking forward to launching additional digital publications for our customers.”