December 5, 2011, 12:25 PM

U.K. shoe retailer steps into mobile commerce

Clarks debuts an m-commerce site to mobile-hungry consumers.

Lead Photo

The U.K. shoe retailer's m-commerce site allows consumers to shop the merchant's entire product catalog.

33% of U.K. smartphone owners made a purchase via their phones in the past 12 months, according to a new study from e-commerce and m-commerce platform provider EPiServer. British consumers are hungry for mobile commerce.

It is into this environment that popular U.K. shoe retailer C&J Clark International, known as Clarks, has introduced its first mobile commerce site. The merchant, No. 203 in the Internet Retailer Top 300 Europe, hired m-commerce technology provider Mobile Interactive Group to build the site.

“The launch of our transactional mobile commerce site marks Clarks first move into mobile,” says Richard Houlton, director of channels at Clarks. “Multichannel retailing is a major focus for Clarks and it is essential to give our customers choice. Our customers are more technology-savvy than ever before.”

A shopper accesses the m-commerce site by typing the standard URL, Clarks.co.uk, into her mobile web browser. Clarks automatically redirects the shopper to the mobile site.

Clarks features a store locator and a shopping basket atop the m-commerce site home page. They are followed by a site search box, which most retailers feature prominently as site search is a key to m-commerce because mobile shoppers typically know what they are looking for, mobile experts say. Below the site search box is a large space for promotions, which is followed by a list of shoe types, such as women’s, men’s, kids and sports.

At the bottom of the home page are text links for such options as logging in to a Clarks account, customer support, bookmarking the site and switching to shop the standard e-commerce site.

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