August 4, 2011, 1:27 PM

Retailer sports a redesigned mobile commerce site

The Sportsman’s Guide has enhanced the look and added new functions.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

The merchant's redesigned m-commerce site includes a carousel that automatically rotates large images on the home page.

Most retailers in mobile commerce are on their first-generation m-commerce web site. The Sportsman’s Guide has gone the next step, redesigning its site in a way, it says, that makes shopping from a mobile device faster, easier and more convenient.

Through device-detection technology, the site now automatically maximizes page display by instantly adjusting to the specifications of a smartphone or other mobile device being used. The home page features a dynamic carousel that automatically scrolls through the day’s promotions. An account log-in feature tailors the site to the individual consumer. That includes, the merchant says, fast and easy checkout using information stored in a customer’s e-commerce account.

A new menu function called Your Guide enables one-touch navigation based on numerous icons representing various areas of the m-commerce site, such as Catalog Quick Order, E-mail Specials, Order Status, Sweepstakes and Buyer’s Club. The merchant has enhanced image control, making it easier for the shopper to see larger images. And The Sportsman’s Guide has added a persistent shopping cart that allows shoppers to add products from the sister mobile sites of and and checkout using the same cart.

“This new mobile Sportsman’s Guide web site gives customers the same ease of use they’ve come to expect when visiting The Sportsman’s Guide web site from their home computer,” says CEO Jay Berlin. “It puts The Sportsman’s Guide’s large selection of discount-priced gear and clothing whenever and wherever customers want it. What’s more, our in-house design team promises many future enhancements that will keep the site at the forefront of the mobile shopping experience.”

Shoppers can access the m-commerce site by typing into their mobile web browsers; the servers detect a mobile device is making the request and automatically redirect shoppers to the mobile site. Or shoppers can type in

The Sportsman’s Guide is a brand of Redcats USA, No. 33 in the Internet Retailer Top 500 Guide.


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