Perry Ellis International is hoping to improve its customers' shopping experiences, grow in-store sales and increase brand loyalty by implementing POS capabilities to mobile devices within the store.

The designer, distributor and licensor of a line of men's and women's apparel, accessories and fragrances, will use technology from Starmount to "provide customers with a more connected in-store shopping experience by enabling associates access to detailed product information, cross-channel inventory and customer profiles -- all via mobile devices," according to a company press release.

Associates can perform transactions that include both in-person and online orders in a single credit card swipe, anywhere in the store. In addition to the enhancements to customer service, the solution will also free up selling space for merchandise within the store and eliminate ongoing POS operational costs, said Luis Paez, CIO, Perry Ellis.

"Innovation is something Perry Ellis has always been known for, so the adoption of mobile selling in our stores is a natural evolution for our brand,"he said in the release. "Our clients expect something different when they walk in, and our goal is to use mobile to deliver an exceptional, unique customer experience that will keep them coming back."

Mobile POS with payment was cited as this year's top retail technology according to the 22nd Annual Retail Technology Study published by RIS News and Gartner. However, many retailers are looking beyond the obvious benefits of this technology and instead seeing mobile as a bridge to bringing the Web into the store, where it can also provide unprecedented visibility to enterprise data such as inventory. This innovation can turn the store into a hub of cross-channel convergence that unites the mobile, e-commerce and brick-and-mortar worlds, said Joe Pisano, president and COO, Starmount.

"Fashion and technology change every day, but customers will always want a consistent brand experience and great service," he said. "Perry Ellis's incorporation of mobile technology demonstrates their continued leadership as a forward-thinking retailer who strives to give modern shoppers what they want."

The initial phase of the roll-out is expected in the second half of this year with the goal of full chain-wide deployment by the holidays.

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