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Columbia Sportswear’s mobile site does not provide any link to the brick and mortar store shopping experience – other than the ability to look up store locations, view product reviews and shop online. The site also allows users to view their points balance and rewards earned from each purchase. The brand does offer three additional mobile applications. These apps are focused on specific components of the Columbia brand experience – “Columbia Take Ten” helps customers understand essentials for every category (clothes, food), trip checklists and trip planners. Next, “What Knot to Do” teaches customers how to tie knots. And finally, the last app is “GPS PAL” which show shows customers where they are and keeps track of their route. All of these apps are unique and important – highly relevant and valuable to the Columbia customer – they are just not tied to the shopping experience in any way.