Tuesday, September 21, 2010

mCommerce Site Boosts Fossil's Conversion, Revenues

Retail Info Systems News reports that global multi-channel retailer Fossil noticed in 2008 and 2009 that more and more people were accessing its eCommerce site via mobile devices, so the company, striving for a single brand image across its stores, catalogs and web sites, decided to add mobile to the mix in a way that would be consistent with its other channels.

According to Philip Thompson, vice president of marketing and operations for e-commerce at Fossil Inc., "The mobile site had been designed for eCommerce, so it was too small and leaving too much white space on mobile devices' screens. Mobile 'real estate' is expensive, so we improved the usability of our mobile home page, making the product shots big, bold and beautiful, and adding product reviews and peer to peer capabilities."

The changes created dramatic improvements during holiday 2009, according to Thompson. "We increased our conversion rate through the mobile channel by 30% just by improving mobile usability," he said. "We also saw increased revenues of 43% on mobile devices for the holiday period."

Thompson spoke on Making the Case for Mobile ROI at the Fourth Annual RIS News Cross-Channel Retail Executive Summit, held September 15-17 at the Four Seasons Troon North in Scottsdale, AZ.

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