July 7, 2011, 11:50 AM

Brooks Sports jogs into mobile commerce

The running gear retailer chooses a mobile web site over an app.

Lead Photo

The mobile-commerce site will add a shoe advisor feature this fall.

E-retailer Brooks Sports Inc. has set out to hit its stride in mobile commerce with the launch of a mobile-optimized web site.

The site features a central image, with links to shoes and running gear for men and women below. Those elements are followed by links to a store locator and the shopping cart. The m-commerce site follows Brooks Sports’ January release of its overhauled e-commerce site.

Brooks Sports chose a mobile commerce site over developing a mobile app to reach more of its customers and provide them plenty of product details. “Our first priority was to give our mobile customers better access to rich product information, which already existed on our main web site, but needed to be reformatted for mobile,” says Meredith Han, Brooks Sports director of e-commerce. The retailer may incorporate an app in future plans, she adds.

While the overall development went smoothly, Han says a few more features for the m-commerce site are still in the works. “Our next big addition will be to incorporate our product videos,” she says. And this fall she expects to add a mobile version of the shoe advisor feature now available on the redesigned e-commerce site. Consumers input data, such as their shoe size and how their feet land when they run, into the shoe advisor to generate product suggestions.

E-commerce and m-commerce technology provider Demandware Inc. helped Brooks Sports build the m-commerce site. Demandware also provides the technology for the company’s e-commerce site.

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