April 12, 2011, 5:12 PM

Brooks Brothers fashions a mobile commerce presence

The retailer creates an m-commerce site that includes GPS and Facebook.

Lead Photo

The merchant's m-commerce site enables browsing by four major categories as well as site search.

A retailer with roots in the 19th century has jumped into the 21st century with a new mobile commerce site targeting its affluent fashion buyers who carry the latest smartphones.

Brooks Brothers has launched an m-commerce site that enables shoppers to search or browse the merchant’s entire catalog of products and complete purchases. Four category links—Men, Women, Boys, Girls—sit at the top of the home page of the site, built by m-commerce technology provider Digby. Immediately below is a search box; retailers in m-commerce usually give prominent placement to the site search box for consumers on the go who want to get straight to a product they’re looking for.

A large hero shot consumes the middle of the screen. Below that image are category bars, then smaller bars that link to a store locator (with GPS functionality that pinpoints the nearest Brooks Brothers store), a page that enables consumers to sign up for Brooks Brothers e-mails, and a page for tracking orders. At the bottom of the home page are Contact Us, Privacy Policy and Help links.

Product detail pages include images, product descriptions, ratings and reviews, e-mail a friend, and the ability to share product details with friends on Facebook.

“Brooks Brothers has been a fashion and retail innovator since our founding in 1818,” says Brian Dean, vice president, direct. “We realize and understand the emerging importance of mobile and being able to access leading products anytime, anywhere, and we want our loyal customers to be able to take full advantage of that through an engaging mobile experience.”

Digby is a mobile commerce technology provider that focuses exclusively on retail. It reports 45 retailer clients, including 1-800-Flowers.com Inc., Cabela’s Inc., Godiva Chocolatier Inc., Golfsmith International Holdings Inc., The Home Depot Inc., Lilly Pulitzer, The Orvis Co. Inc., Petco Animal Supplies Inc., Toys ‘R’ Us Inc. and The Wet Seal Inc.

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