Retailers shift their ad spending from TV, radio and print ads to digital ads.
The merchant has launched a mobile site that gives consumers access to its 15,000 products and enables them to complete a purchase on their phones.
Multichannel retailer The Catholic Company has launched a mobile site, at CatholicCompany.com/Mobile, that gives consumers access to its 15,000 products-focused on books and gifts-and enables them to complete a purchase on their phones.
The merchant went mobile in part because of a steady flow of traffic to its e-commerce site from mobile devices. The retailer says it was receiving a few orders every week from consumers who went through the cumbersome process of using an e-commerce site on a mobile phone to shop and complete purchases.
It also created the m-commerce site, built in-house, for positioning. “It was really about the competitive advantage of being the first to the marketplace with a site that could help people find what they’re looking for from their mobile devices,” says Nicholas Cole, director of marketing. “We live in a society that’s always on the move, and cell phones have become the main connection to the world for so many people.”
The Catholic Company does not foresee big short-term gains-the goal at this stage is more technological than financial, Cole explains.
“We’re laying the track now for something that is going to be big down the road,” he says. “But now is the time to learn.”