December 15, 2011, 12:49 PM

Preparing via mobile for an emergency

American Medial ID launches an m-commerce site that includes engraving of medical bracelets.

Lead Photo

The merchant's m-commerce site enables customers to engrave bracelets, necklaces and other items.

The reason a consumer with a chronic illness buys a medical bracelet or necklace is because he never knows where he’ll be if an emergency arises. The same goes for purchasing one of these items: He never knows where he’ll be when he wants to order one.

This is evidenced by increasing traffic to the e-commerce site of American Medical ID, which is why the e-retailer today is launching a mobile commerce site, built by m-commerce technology provider Unbound Commerce.

The m-commerce site brings the complete functionality of the e-commerce site to the small screen. Ordering a bracelet, necklace or other form of identification involves a multi-step process during which a consumer selects the type of ID, the material (such as gold, silver or stainless steel), the type of necklace or bracelet, the type of clasp, and more. Then, the consumer goes through the custom engraving process, entering text he wishes to appear on the ID.

“We saw mobile traffic to our standard site increasing fast and knew we wanted to promote our services by using QR codes in printed mailings. But first we needed the entire custom engraving and ordering process to work on a mobile site,” says Liz Gabel, head of interactive sales at American Medical ID.

Unbound Commerce’s mobile platform includes a QR code generator and tracker. A QR code is a type of 2-D bar code. It’s a black-and-white square with a pattern of small black-and-white squares within. A consumer downloads a free QR code reader app, opens it, points his smartphone at a QR code, and the smartphone automatically opens the web browser and links him to mobile web-based content. American Medical ID plans to link QR codes on direct mail pieces to specific product pages on its new m-commerce site.

Unbound Commerce has nearly 300 retailer clients, it reports. It is the official mobile commerce technology vendor for Yahoo Stores, an e-commerce platform, and has created m-commerce sites for many of Yahoo’s retailer clients.

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