February 16th, 2011 By Jack Morton
Specialty retailer Garnet Hill saw a 300 percent increase in mobile sales since the company rolled out its mcommerce site in mid-December.
“As smartphone adoption continues to grow significantly and mobile users become increasingly mcommerce savvy, it is necessary for retailers to have a mobile presence that extends full ecommerce,” said Nick Taylor, president of Usablenet, New York.
“According to Compete data, retailers neglecting to develop their mobile strategy with full purchase capabilities are losing considerable business,” Mr. Taylor said. “Despite the sharp increase in smartphone adoption, consumers are reluctant to purchase via sites not optimized for mobile.”
“In 2011, brands will regard mobile as a vital component of their multichannel customer engagement strategy,” Mr. Taylor said. “Beyond optimizing simple functionality on mobile, companies will begin to experiment with mobile campaigns and extend more complex features to mobile as they recognize that many of their customers use smartphones as the primary device.”