5th Finger, a mobile-marketing technology firm, has announced plans to bring in-store mobile trials to another major retail partner, JoS. A. Bank Clothiers. 5th Finger will be testing the role of the mobile device to drive "consumer outcomes" including ensemble inspiration, shopper education and offer redemption "in store" leading up to the summer season.

Under the current plans, 5th Finger will be launching a JoS. A. Bank Clothiers mobile web experience and branded-iPhone application following close on the heels of recent successful trials with Jo-Ann Fabric and Crafts Stores. These experiences will be built on the 5th Finger proprietary mobile commerce platform RedShop Mobile, currently serving major retailers ranging from Victoria's Secret to Safeway.

"For ten years we have focused our true multi-channel business directly on our customers by providing platforms for them to interact with us on their own terms, and at their own convenience," said R. Neal Black, president and CEO of JoS. A. Bank Clothiers, Inc. "Brick and mortar stores, paper catalogs with telephone service, and Internet web sites have all been coordinated so the customer can purchase or return any way that they choose, even across channels. Now the technology has expanded to hand held devices of all types and our aim is to have the same level of coordination and to let the customer tell us what's best for them. We look forward to offering our web site and store-finder on mobile devices as just one of many ongoing enhancements to our multi-channel strategy, driven by our desire to provide our customers with a friendly, quick, and convenient shopping experience."

A JoS. A. Bank customer can quickly find any of their 500-plus store locations anywhere in the United States, including the closest store to where they are standing, and view store hours, maps and directions, or click to immediately call the store directly. They can choose to download the free "Shopping Companion" mobile application for their smart phone (The "Shopping Companion" app for iPhone will be available first, followed by apps for Android-based smart phones.) Personalized offers that consumers receive through e-mail can be "pushed" to their mobile phone for future redemption. When a consumer is shopping within a JoS. A. Bank physical location, they can open the Shopping Companion on their phone and access a suite of features as though they had one-on-one access to a personal store associate.

The experience is tailored to consumer priorities and can include such features as a quick-scan of an item to trigger the identification of dozens of ensembles keyed off the initial products, curated education modules which lead a consumer through simple and complex shopping experiences at the point-of-purchase, and an offer wallet linked to a consumer's broader brand relationship which combines and manages online and offline offers/coupons with additional store-specific promotions.

According to the company, the RedShop in-store marketing platform doesn't rely on coupon presentment or gaming to drive consumer engagement. The consumer value is created through reinforcing and amplifying existing consumer behaviors during a shopping experience, creating consumer-initiated "market to me" opportunities for retail brands as opposed to "I want to sell you something" experiences for consumers.

5th Finger intends to run a series of promotions and offers through the stores participating in the trial to raise consumer awareness, drive participation and understand the impact on converting shoppers to buyers.