October 11, 2010, 3:01 PM

Orvis sports a new m-commerce site

The mobile site offers ratings and reviews and a store locator.

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Orvis has launched an m-commerce site that includes ratings and reviews, a store finder, and site search.

An outdoorsman who notices his fly fishing equipment could use an upgrade while on a fishing trip can now order new gear without waiting to get back from his excursion.

The Orvis Co. Inc., a multichannel sporting goods retailer, has launched an m-commerce site. Orvis, No. 124 in the Internet Retailer Top 500 Guide, used m-commerce technology vendor Digby for the site.

When shoppers visit Orvis.com via their smartphones they’ll automatically be directed to the mobile optimized site. The site includes rich media and is split into categories including Men’s, Women’s, Fly Fishing, Hunting, Travel, Dogs and In-Season Savings. It also offers ratings and reviews, a store finder and site search.

“For more than 150 years, our name has stood for outdoor traditions, quality and customer satisfaction,” says Phil Young, vice president of e-commerce at Orvis. “Now we are enhancing that tradition by offering convenience to our customers who want to stay connected with us when mobile. This is a strategic path for us.”

Digby also this month worked with Golfsmith.com to launch a commerce-enabled app for Apple Inc.’s iPhone and iPod Touch devices.

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