July 21, 2010, 5:30 PM

Kenneth Cole, Macy’s and Bloomingdale’s launch m-commerce sites

All three have a vendor, Usablenet, optimize their e-commerce sites.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

A screengrab from Kenneth Cole's new mobile site.

With the massive shift to smartphones from conventional mobile phones, and the subsequent growth in mobile web usage and expectations for a mobile-optimized experience, more retailers are realizing that mobile commerce is becoming an integral part of Internet retailing. The latest three to get on board are Kenneth Cole, Macy’s and Bloomingdale’s.

Like most retailers in m-commerce, all three went with a vendor, in these cases Usablenet Inc., to build their mobile-optimized sites. Kenneth Cole and Macy’s launched yesterday; Bloomingdale’s launches next week. To access any of the sites, mobile phone users type in the standard URLs and are automatically redirected to the m-commerce sites.

Apparel and accessories retailer Kenneth Cole Productions Inc., No. 402 in the Internet Retailer Top 500 Guide, enables consumers to browse, search and buy from their mobile phones. Other features include Guest Checkout, a store locator integrated with Yahoo Maps, and links to the merchant’s Facebook and Twitter pages. Further, customers can search products by location to find the nearest store with the desired product in stock.

Department store behemoth Macy’s Inc., No. 20 in the Internet Retailer Top 500 Guide, also is letting mobile phone users browse, search and buy on its newly optimized m-commerce site, as will its Bloomingdale’s arm. Among other things, customers can track orders, find store locations and read customer reviews.

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