CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
Brookstone launches a robust m-commerce site with features for consumers on the go.
Brookstone has joined the fast-growing number of retailers jumping into mobile commerce. It has launched an m-commerce site that enables customers to use any web-enabled phone to locate stores, search products, make purchases and track orders.
Brookstone, No. 181 in the Internet Retailer Top 500 Guide, provides a robust shopping experience for a mobile site. Its store locator integrates with Google Maps on some devices. A shopper can watch product videos through integration with YouTube. The site includes customer reviews and expandable product descriptions. And it features advanced site search.
The m-commerce site was built by mobile technology provider Usablenet Inc.
“We are excited to bring this kind of complete shopping experience to our mobile customers,” says Brookstone CEO Ron Boire. “Our partnership with Usablenet gives us access to the same mobile platform used by many Fortune 500 companies. It’s just one more way Brookstone is everywhere our customers want us to be.”
The retailer also views m-commerce as part of a multichannel strategy. It says the new site enhances the shopping experience in the company’s 310 retail stores because customers can quickly access detailed product information, watch videos and take advantage of mobile-exclusive savings.
The site can be accessed at m.Brookstone.com, or by typing in the standard URL, which automatically redirects the user to the mobile-optimized site.