June 18, 2013, 12:47 PM

Lingerie e-retailer chooses a new hybrid approach to responsive design

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Not only is an RESS hybrid approach to responsive design quicker than conventional responsive design, it’s less expensive, vendors who build responsive sites using RESS say.

“It depends on the site complexity, but for Amazon Webstore customers—we’re an official partner for mobile—we’ve offered to extend their e-commerce sites to smartphones and tablets through our RESS approach for as little as $50,000,” Keradman says. “Complex e-commerce sites with personalization and multi-tenant implementations cost more.” Multi-tenant refers to software that is shared by multiple businesses, or tenants. Amazon Webstore hosts e-commerce sites for retailers, and is a unit of Amazon.com Inc.

Atmosol, another mobile commerce technology provider that builds RESS hybrid responsive sites, says it costs $20,000 to create a basic conventional responsive design site and up to $100,000 for a conventional responsive site with extensive features and functions. There is no monthly fee, but maintenance and adding new features incur additional charges. Atmosol’s mComm hybrid responsive site meanwhile costs $8,000 to set up and a $300 monthly fee to host and maintain the site, which includes unlimited support and new features and functions that are incorporated for free as the company introduces them.

The RESS approach is significantly less expensive because a retailer typically isn’t recoding its entire desktop site for responsive design, a costly and time-consuming proposition; rather, it’s serving its standard e-commerce site, as is, to desktops and a responsive site to tablets and smartphones.

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