Retailers shift their ad spending from TV, radio and print ads to digital ads.
The second-largest e-retailer offers its e-commerce features on mobile phones.
Staples Inc. has redesigned its m-commerce site, enhancing features and functions to better mirror its e-commerce site. To access the m-commerce site of the retailer, No. 2 in the Internet Retailer Top 500 Guide, a shopper types in the standard URL in her mobile browser and Staples web servers detect the device and automatically redirect her to the mobile-optimized site. Shoppers also can type in m.Staples.com.
The mobile site now features product ratings and reviews, an optimized Ink & Toner finder, store inventory lookup, and site search that includes an auto-suggest feature. Auto-suggest displays in a drop-down menu guesses at keywords a shopper is typing in based on the first few letters; it can greatly reduce the amount of typing a mobile shopper must perform.
“At Staples we’re always looking for ways to bring ‘easy’ to our customers, wherever they are, so they can research, shop and buy a wide range of products and services for their office,” says Steven Bussberg, senior vice president of Staples.com. “Mobile devices offer new and exciting ways for us to engage with customers whether they’re in their homes or offices, on the road, or in one of our stores.”
The m-commerce site, built by Usablenet Inc., also features a synchronized shopping cart, which allows shoppers to log in, browse items and add them to their carts; the items can be accessed later in the shopper’s e-commerce shopping cart.
And the m-commerce site addresses the growing importance in e-retailing of social media. The site allows users to share product reviews and become a fan of Staples on Facebook, or follow Staples on Twitter.
Staples also offers a mobile app for Apple Inc.’s iPhone and iPod Touch.