Cover Story: Making a Name for Itself

Akin to having a shopping list in your pocket, Alice.com's mobile site has all the functionality of Alice.com. The brand has also implemented scanning technology that lets consumers scan the barcode of a product with their mobile phones. If Alice.com offers that product, it will automatically come up for the consumer to purchase or to mark for a future order. "It's a great way to incorporate the power of mobile into the ease of use of the Alice.com service," notes McGuire.