Retailers shift their ad spending from TV, radio and print ads to digital ads.
Steady growth in mobile traffic and in customers forsaking computers drove the decision.
Dover Saddlery Inc., a multichannel retailer of equestrian products, has launched a mobile commerce site, accessible through any mobile web browser by typing in the conventional URL, DoverSaddlery.com, which automatically redirects a shopper to the mobile-optimized site. The site was built by Unbound Commerce; Dover Saddlery is the m-commerce technology provider’s 125th client.
“We have noticed a dramatic increase in mobile visitors to our site and wanted to be sure we were converting these customers by providing the best possible mobile experience,” says Jason Loy, director of e-commerce.
3.3% of total traffic to the merchant’s e-commerce site in November came from mobile devices. That number grew to 3.4% in December and 3.6% in January.
“We have seen steady growth over the course of 2010 and continuing into 2011,” Loy says. “These numbers exclude iPad traffic, though, which is an experience we consider to be more akin to a desktop computer because of the size of the screen and the way our site renders on it versus a smaller screen.”
Dover Saddlery, No. 309 in the Internet Retailer Top 500 Guide, believes m-commerce is a perfect fit for its customers.
“Our target audience is using mobile devices at an ever-increasing rate as a way to research the products they need,” Loy says. “Our customers are on the road, attending horse shows, or out in the barn, and their smartphone is the device they have with them when they determine they have a need for the types of products we offer.”