Anna Collins is the chief operating officer of Bulletproof.
At the Mobile Commerce Forum retailers will learn which products to feature on mobile sites.
Entering m-commerce effectively requires marketers to carefully consider which products and services they will offer and how they will present them on a mobile site.
Todd Cabell, senior manager of web strategy at Crutchfield.com, will share how Crutchfield narrowed its large product assortment and library of how-to content to fit the requirements of its mobile site. He will speak at the Mobile Commerce Forum 2010, Oct. 12-13 at the Hyatt Regency in Chicago, in a session entitled Getting the right products and services in front of mobile consumers.
Given the limited screen size on mobile devices and limits on consumers’ attention, marketers need to be selective about how much information or how many products they present to mobile consumers, he says. It’s a decision that faces every retailer with a mobile site. Some will want to make sure consumers have every option available and others may need to offer only a subset. The session will help attendees understand how their product offerings dictate what they can present on mobile devices.
Cabell, who will be joined in the session by Kevin Ranford of 1-800-Flowers.com, will discuss not only how Crutchfield selected which products and content to include on its mobile web site, but also how the retailer’s mobile strategy has changed.
“We’ve learned from browsing and purchasing data, user feedback and the evolution of m-commerce since we launched our mobile site in November 2009,” he says. “I’ll also outline a few of the areas we are targeting for future mobile development as we further integrate mobile into our multichannel strategy.”
Why our editors asked Cabell to speak
As senior manager of web strategy at Crutchfield, Todd Cabell has a major focus on the retailer’s growing mobile and social media initiatives, including the mobile site it successfully launched a year ago. He works with a cross-functional team to develop and implement the strategies and programs that drive Crutchfield’s e-commerce sales channel as part of his primary responsibility for evolving Crutchfield.com. Cabell has been with Crutchfield since 2001.