June 9, 2011, 2:10 PM

Bonobos tries an m-commerce site on for size

The men’s apparel retailer is responding to an increasing number of mobile shoppers.

Kevin Woodward

Senior Editor

Lead Photo

The retailer offered an incentive for early users of its mobile-optimized web site.

By year’s end, The Nielsen Co. says, nearly half of mobile phone users will have smartphones, the driving force behind mobile commerce as smartphone users flock to the mobile web. Bonobos, a men’s apparel e-retailer, has responded to this growing trend by unveiling a mobile-optimized web site for its customers.

“We saw more and more of our consumers reaching our site through mobile devices,” says Richard Mumby, Bonobos vice president of marketing. “We want to provide an easy, intuitive shopping experience for guys, regardless of how they want to reach us.”

Bonobos used mobile technology vendor Mobify to develop the site. The mobile site features a hero shot with a Shop Now button nestled beneath a short bit of promotional copy. Shoppers can swipe to the left to reveal a different hero shot. One of those shots is for a 20% coupon to the first 200 mobile customers to send a text to Bonobos.

Scrolling down the site reveals categories, such as featured products, shoes and pants, to click on. At the bottom of the site are buttons to call Bonobos, access personal accounts and seek help.

“We want to develop an easy shopping experience for both our most loyal customers as well as our first-time buyers. The mobile site replicates many of the core elements of our desktop site, ensuring a consistent brand experience,” Mumby says. “We want to reduce any points of frustration or friction between us and our customers. But it also affords unique marketing real estate to introduce the brand to mobile-focused guys. To that point, our mobile site will benefit from the same search optimization as the desktop site due to Mobify's technology, which does not change URLs or use proxy servers.”

Changing URLs for product details and other pages and using different servers for different content can negatively impact Google search results.

Mumby says Bonobos was especially cognizant of the differences in checkout on a mobile site in comparison to an e-commerce site.

“We ensured that the flow would be consistent with the e-commerce site,” Mumby says. “However, the ease of navigation is drastically improved.”

In each checkout instance, the shopper is asked to either log in with their Bonobos account information or create an account.

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