October 20, 2011, 3:55 PM

BuyCostumes.com scares up an m-commerce site in time for Halloween

A speedy launch dictated going with a vendor.

Lead Photo

The retailer worked with m-commerce technology provider Usablenet to build its mobile site.

15% of all web traffic at BuyCostumes.com is coming from mobile devices. BuySeasons Inc., which operates the e-commerce site, concluded a few months ago that it was time to provide these shoppers a way to search, browse and buy optimized for smartphones. And it needed to get a mobile commerce site up and running fast as the peak shopping season of Halloween was fast approaching.

The need for speed was one key reason why BuySeasons opted to have an m-commerce technology provider build its site, especially because its technology team was busy with other projects.

“From concept to site launch it took approximately two months. Quality of the user experience, time to market and resiliency of the solution were all important factors,” says Terry Rowinski, chief operating officer. “We partnered with Usablenet to re-allocate some of the resources of our internal technology team, given that we were conducting major enhancements to our main e-commerce sites in the third quarter. And, we have admired the work that Usablenet has done with other world-class retailers.”

M-commerce vendor Usablenet Inc. has launched many retailers into mobile commerce quickly, and it is the top m-commerce vendor in the Internet Retailer Mobile Commerce Top 300, with 51 clients among the leading mobile retailers.

“A fast implementation is really important for us to help our clients ramp up for the holidays or other specific occasions,” says Usablenet CEO Nick Taylor. “BuyCostumes’ new mobile site is a perfect example of a timely launch for the expected increase in traffic during Halloween, demonstrating their commitment to serving their customers’ needs during the busy season.”

Shoppers access the m-commerce site by typing in the standard URL, BuyCostumes.com, in a mobile web browser; BuySeasons servers automatically redirect the mobile shopper to the mobile site. There they can browse and purchase more than 20,000 Halloween costumes, accessories and decor. The m-commerce site allows users to narrow down their search based on costume category and view numerous high-resolution images for each costume.

BuySeasons is a unit of Liberty Media Corp., No. 8 in the Internet Retailer Top 500 Guide.

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