November 30, 2011, 1:36 PM

Mobile drives design

Founded in 1790, baking ingredient and bakeware retailer King Arthur Flour is both the oldest brand in this year’s Internet Retailer Hot 100 and one of the most forward-looking.

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Founded in 1790, baking ingredient and bakeware retailer King Arthur Flour is both the oldest brand in this year’s Internet Retailer Hot 100 and one of the most forward-looking.

With traffic from mobile devices including tablets soaring to 14% this year from 2% last year, King Arthur looked to the future in redesigning its web site this year by prioritizing the design requirements of mobile. Features such as easier navigation and flexible width display that automatically adjusts to tablet, phone or desktop screen size make KingArthurFlour.com mobile-friendly while saving the company the effort of creating a mobile-dedicated site.

King Arthur’s “mobile first” approach to web design exemplifies an elegant solution to web merchants’ growing challenge of designing for multiple access devices.

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