March 14, 2012, 3:23 PM

Vitacost adds a personal touch to its redesigned m-commerce site

A shopping list and social media sharing are part of the new site.

Lead Photo

A new look and new features are part of the revamped mobile commerce site.

Vitacost.com Inc. has added some decidedly e-commerce-like features to its recently refreshed mobile commerce site in an effort to make the site easier for consumers to use.

The m-commerce site now features lists of the most popular products and recommended products available via a tap on the site’s home page. Consumers also have the option to sign in to their Vitacost accounts to track favorite products and view past purchases. Another new feature lets consumers send a product listing via e-mail and to share favorite products via Facebook, Twitter, Google+ and Pinterest.

“The design reflects our new brand identity, as well as improved navigation,” says David Zucker, Vitacost chief marketing officer. “The fresh nature-inspired look and feel is complete with a new logo and corporate slogan, ‘Take the cost out of healthy living.’”

Significant consumer feedback influenced the redesign, she says. Vitacost says it cannot specify what customers provided as feedback, but “we are confident that our enhanced mobile site will meet the needs of many of our current customers as well as potential new customers,” Zucker says. The e-retailer gathers much of that feedback through exit and purchase surveys, Vitacost says.

Vitacost, No. 179 in the Internet Retailer Mobile Commerce Top 300, launched its mobile commerce site in 2009. Vitacost used mobile commerce technology provider Moovweb to redesign the site. Vitacost would not disclose the cost of the redesign or how much traffic it gets from mobile devices.

Vitacost also offers apps for the iPad, iPhone, Android and BlackBerry devices.

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