Responding to consumer demand and building on the strength of great customer relations, 5th Finger and Jo-Ann Fabric and Craft Stores have delivered a "next-gen" mobile program to enthusiastic crafters and created an integrated consumer experience that bridges e-mail, direct mail and in-store marketing.

SAN FRANCISCO, April 12, 2011 /PRNewswire/ -- 5th Finger, a leading mobile marketing technology firm, has announced preliminary results from a recent mobile marketing program with Jo-Ann Fabric and Crafts.  In Q1, Jo-Ann Fabric and Crafts introduced a proprietary iPhone application and mobile web experience powered by the 5th Finger RedShop Mobile marketing platform.  The pilot program focused on "m-enabled commerce" – tapping the power of the mobile device to support and reinforce existing consumer shopping behaviors.

The program focuses initially on the well-known consumer frustration of "I wish I had brought that coupon with me to the store."  Jo-Ann Fabrics and Crafts wanted to create a seamless experience between their email, print and direct mail marketing programs, and physical visits to their 756 stores by putting offers generated through any channel onto consumers' mobile phones.

Patrick Collins, CEO of 5th Finger, says, "We underestimated the consumer appetite for a mobile solution to the simple problem of 'I left my coupon at home', and are ecstatic about the rapid consumer adoption and usage of the Jo-Ann Fabric and Crafts Shopping Companion.  Our initial results prove our hypothesis that consumers don't crave a new way to shop (i.e., through their phone), but rather they want support in their current shopping behaviors.  We call this 'm-enabled commerce'.  We're looking forward to the next version of the mobile experience that creates even more for consumers 'in-store' and converts shoppers into buyers."

The Jo-Ann Fabric and Crafts mobile experiences are built on the 5th Finger proprietary mobile commerce platform RedShop Mobile, currently serving major retailers ranging from Victoria's Secret to Safeway to JoS. A. Bank Clothiers.

About 5th Finger (www.5thfinger.com) and the RedShop Mobile Platform

5th Finger is a San Francisco-based startup backed by Starfish Ventures of Melbourne, Australia.  5th Finger brings the power of m-enabled commerce to the retail experience to convert shoppers into buyers.  5th Finger relocated global headquarters from Sydney to San Francisco in 2007 and now serves an elite group of blue-chip retailers with a suite of loyalty, m-commerce and in-store marketing solutions.

CONTACT:  Dave Vockell, +1-415-350-6998

SOURCE 5th Finger

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