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American Girl launches mobile app friendship bracelet game

Julie Campbell | June 23, 2015

The highly popular brand from Mattel Inc. is now making its way into the digital world with an application and microsite.

The American Girl brand from Mattel Inc. has now launched a new mobile app that will allow its users to be able to create virtual friendship bracelets that they can then share with their friends who are also users of the application.

This effort to move into the digital space is also being accompanied by the addition of a new microsite.

Both the mobile app and the microsite’s appearance have been designed to be released in time to draw attention to the new Truly Me doll from Mattel, as well as the accessories line that goes with that product. The website was created with the desktop experiences in mind, but it can also be used on smartphones and tablets. That said, while all of the features may work over mobile devices, the format remains the same as that of the desktop, which can be a turnoff to many small screen device users.

The mobile app is the experience specifically meant for smartphone and tablet users as the microsite is not optimized.

Mobile App - American Girl The addition of the mobile application and the website that gives access to the experience to laptop and desktop users has the potential to expand the interaction and interest associated with the Mattel products. It works well with the existing feature of the brand that has been designed to ensure that each doll is seen as its own unique individual.

Every doll has a character that belongs to her alone. She has her own interests, experiences, talents, and her own accessories. This makes it possible for children to be able to personalize and customize their dolls so that they can better identify with them and so that the product will mean more to them. American Girl strategically leverages the activity of playing with a toy in real life as well as using a computer or video game, in order to enhance the meaningfulness of the experience with the brand.

By making a mobile app and a desktop microsite, American Girl will appeal to consumers who use either or both of those digital platforms.

Walgreens implements mobile apps to enhance shopping experience

Julie Campbell | May 11, 2015

The pharmacy chain has decided to boost its in-store offerings through the use of a customer’s own smartphone.

Now that about three quarters of all adults in the United States have smartphones, Walgreens has decided that this is an opportunity that is too good to pass up and it has now added mobile apps to its shopping experience in order to make sure that it is as easy and convenient as possible.

Three out of every four people in the U.S. also have a Walgreens within five miles of where they live.

This means that most people have both a smartphone and a local Walgreens, making mobile apps an ideal opportunity to reach out to customers and improve their experience in-store. By doing this, the chain is also hoping that it will encourage people to buy more, while they’re there. The idea has to do with providing the ultimate in convenience. This smartphone application makes it possible to conduct searches for products in the store, to learn more about what they’re seeing in front of them with connected devices, and even to obtain savings opportunities with digital coupons.

The mobile apps also allow customers to fill their prescriptions with a few taps of their smartphones.

Mobile Apps - Walgreens At the time that this article was written, Walgreens had not revealed how many users its smartphone app actually had, but the application continually finds itself among the top 10 lifestyle apps within the Google Play and iOS stores.

According to the Walgreens director of digital commerce product management, Adam Crouch, “Offline and online have blurred in the minds of consumers, so almost everything we do digitally ties back to stores in some way.” He went on to add that “We’re figuring out how to use digital to take convenience to the next level.”

The pharmacy chain now has a team that is dedicated to rebuilding the company based on a kind of “digital DNA,” said Crouch, who also pointed out that the company’s primary focus is on customer convenience. By putting a digital strategy into place, it helps to make sure that Walgreens will be more flexible and capable of adapting to the latest consumer behavior and expectation trends, particularly when it comes to the shape of its mobile app.