March 3, 2010, 12:00 AM

Columbia heads for the great outdoors with an m-commerce site

Columbia Sportswear has launched a mobile commerce site,, that enables shoppers to browse, research and buy products.

Columbia Sportswear Co. is the latest retailer to go mobile. It’s launched an m-commerce site,, that enables shoppers to browse, research and buy products. The move brings the total number of U.S. and Canadian retailers in mobile commerce to 138 and the total number of retail mobile sites and apps to 190, according to Internet Retailer research.

“The launch of Columbia’s mobile portal is another way Columbia is bringing innovation to outdoor consumers,” says Paul Zaengle, senior director of e-commerce at the outdoor apparel and footwear merchant. “The use of mobile devices to access the Internet is growing dramatically and branded web sites are the No. 1 way that consumers research products. We are thrilled to offer a rich, mobile experience for consumers to access our brand, whether they’re shopping at one of our retail partner’s stores, at our company-owned stores, at home or on the go.”

The m-commerce site, built using mobile technology from the retailer`s e-commerce platform vendor Demandware Inc., enables shoppers to browse by category and product or search for items. In addition to large images and detailed product descriptions, product pages include customer ratings and reviews. The site also includes a store locator.

Columbia also offers a mobile app for the iPhone and iPod Touch dubbed What Knot To Do. The app educates outdoors enthusiasts on 70 different kinds of knots in six categories. It includes a glossary of terms, illustrations and step-by-step tying instructions.

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