December 14, 2010, 12:53 PM

Retailer takes cloth diapers mobile

Kelly's Closet's mobile site had more than 5,000 visitors in the first six weeks.

Lead Photo

Now Kelly’s Closet Inc.’s cloth diapers are even more mobile than the crawling toddlers who don them. 

The cloth diapering boutique has launched a mobile site that enables shoppers to buy cloth diapers and accessories from their smartphones. The site, which redirects mobile shoppers to the m-commerce site when they type in on a smartphone, attracted more than 5,000 visitors in the first six weeks since its launch.


Consumers can access all of the retailer’s online products via the m-commerce site, says Chris Palmer, co-owner of Kelly’s Closet. The site’s home page offers six categories, including Holiday Specials, For the Home and For Mom. It also offers visitors the option to view the full site. Shoppers can sign in to their account on the mobile site and the site features a persistent shopping cart so that consumers can view their totals as they add goods to their baskets.

“Mobile use is on the rise for surfing the different marketplaces on the web,” Palmer says.  “We have seen a dramatic increase in mobile traffic that is referred to our site, so all of this combined truly means the investment in mobile will pay for itself time and time again in the future. “ 

The site also allows shoppers to redeem coupons, store credits or gift certificates and offers a tool that lets shoppers calculate shipping costs by entering their ZIP codes before shipping and billing information. It also presents a You May Also Like recommendation feature on product pages.

In the first six weeks after its launch, 42% of visitors to the mobile site were iPhone users, 21% came from phones using the Android operating system, 29% came from iPads, 5% from BlackBerrys and 3% from other devices.

“We can certainly tell the number of potential customers coming in from mobile devices and it is a significant percent increase over the past year,” Palmer says.

Thus far it’s been hard to track how many mobile users actually made a purchase, Palmer says. The mobile system is offered by the retailer’s e-commerce shopping cart provider and it doesn’t distinguish between e-commerce and mobile orders, he says. Still, he says any time his company can attract new visitors, it’s a step forward. 

“I don't think have we had a call to action from moms related to mobile yet, but mobile is another channel to differentiate us from the competition that is relatively low cost and helps us build our brand through impressions,” Palmer says.

The mobile site works best on the iPhone and phones using Google’s Android operating system. It also renders well on most versions of BlackBerry smartphones, the retailer says.

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