April 22, 2010, 12:20 PM

Wet Seal dives further into m-commerce with a second mobile shopping site

Teen apparel retailer Wet Seal got its feet wet with its first mobile commerce site in December. Now it’s diving further into mobile with an m-commerce site for its Arden B. brand.

Katie Evans

Managing Editor, International Research

Teen apparel retailer Wet Seal got its feet wet with its first mobile commerce site in December. Now it’s diving further into mobile with an m-commerce site for its Arden B. brand.

As it did with its Wet Seal site, the retailer used mobile technology vendor Digby to build the new m-commerce site. Wet Seal also has an iPhone app dubbed iRunway that enables shoppers to browse Wet Seal outfit combinations.

For shoppers, the Arden B. mobile site offers a store locator, the ability to browse the full Arden B. catalog of products, large color images, and checkout optimized specifically for making a purchase on a mobile phone. It allows users to check out as a guest or as a registered user, and to access and use addresses from their e-commerce accounts on the m-commerce site.

The mobile site integrates with Arden B.’s existing back-end cataloging and order processing systems. It was developed in less than a month and is accessible from all web-enabled devices, Digby marketing director Stephen Slezak says.

Digby worked closely with both Arden B.’s marketing and I.T. departments to develop the look and feel of the site and make sure it integrates smoothly with the overall e-commerce program, Slezak says.

With the launch of the Arden B. site, The Wet Seal, No. 334 in the Internet Retailer Top 500 Guide, brings to 205 the number of m-commerce sites and mobile apps in retail today, Internet Retailer research shows. There are 146 retailers active in mobile commerce, the research finds, 77 of them in the Internet Retailer Top 500.

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