Kenneth Cole: Setting Up a Dedicated mCommerce Platform

This past April, Tom Davis, VP eCommerce at Kenneth Cole, discovered that 1.5% of the apparel and accessories retailer’s revenue came from shoppers buying via the Kenneth Cole eCommerce site on a mobile phone.

“To get our site working on an iPhone is a mess,” Davis told Internet Retailer magazine, “so for people to go through the whole ordering process on their iPhone, that’s big.”

He decided to move quickly to set up a dedicated mCommerce site. Working with mobile commerce technology provider Usablenet Inc., Kenneth Cole launched the new site in July and now supports a much easier mCommerce shopping experience.

To execute an mCommerce strategy, you need not only an appropriate technology platform, but you have to learn who your mobile customer is, as well: what devices they are using and how they are behaving. In addition to product selections, do they look for ratings/reviews? Do they leave feedback? Do they want to match/group products? And so on. That will help you determine an appropriate mCommerce strategy and help you define the needs and requirements, and features and functions, you will want to support in order to execute a forward-looking mCommerce strategy.