July 5, 2011, 3:55 PM

Coach gets in the mobile commerce game

The popular luxury brand has launched an m-commerce site.

Lead Photo

Coach displays a site search box, shopping bag and Checkout button at the top of every m-commerce site page.

Coach Inc. has launched a mobile commerce site that keeps the emphasis on searching the site and checking out while providing a highly visual experience.

The luxury retailer and consumer brand wraps a site search box, a shopping bag and a Checkout button together in a box at the very top of the page next to the Coach logo. Site search is widely considered a central component of m-commerce as many consumers are on the hunt for an item when mobile. The persistent shopping cart, which shows the number of items a consumer has selected, has become a popular feature in e-commerce and is beginning to appear more in m-commerce.

Coach also uses large images throughout the site, images that can take up about half of a smartphone screen. The site displays these images with every reference to a product, including on product details pages, search results pages and sub-category pages.

“Our goal has always been to be where our customers are,” says David Duplantis, senior vice president of global web and digital media. “We fully embrace the recent shift to mobile and aim to provide yet another venue for our consumers to engage with us when and how they like. Ultimately, the mobile site will be a supplementary sales channel that will greatly enhance the user experience across the board.”

Shoppers on the mobile site can use a store locator, watch video, manage their accounts and browse all categories, including handbags, wallets and wristlets, accessories, shoes, jewelry, and apparel. They also can check inventory at their local stores and share product details via e-mail, Facebook and Twitter integration.

Usablenet Inc. built the m-commerce site for Coach, No. 164 in the Internet Retailer Top 500 Guide.

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