Last year’s website redesign produces mixed results.
The site enables mobile consumers to share one cart among three brands.
BirthdayExpress.com, an international e-retailer of birthday party supplies, has unveiled a mobile version of its e-commerce site that allows consumers to link to and shop mobile optimized sites across three of its brands: BirthdayExpress.com, CostumeExpress.com and CelebrateExpress.com.
The three-in-one site, designed in-house, took three months to build. Consumers who type in the URLs for any of the three brands on a smartphone are automatically redirected to the mobile-optimized version of each site where they can link to the other brands, shop across brands using one cart and track their orders.
BirthdayExpress, which says mobile traffic, including tablets, accounts for about 21% of its total traffic across its brands, anticipates that its new mobile site will attract more than 4 million unique visitors by the end of the year. For now, consumers accessing the sites via tablets will be directed to the desktop PC site; however, the retailer says it has plans to optimize the site for tablets in the future.
“We believe it is important that we offer a ‘perfect’ experience to our customer regardless of where and how she shops,” says Daniel Haight, president and CEO. “The use of mobile devices is increasingly becoming part of her buying process and we want her experience with our brands to be positive regardless of whether she purchases using that device, or waits until later. Furthermore, we have hundreds of party themes that are unique to BirthdayExpress.com, and we want our customer to be able to quickly find our products on her mobile device when she is shopping our brick-and-mortar competitors and the product isn’t there.”
BirthdayExpress is owned by BuySeasons Inc., which, in addition to this new site, also operates a mobile site for its BuyCostumes.com business. In October, BuySeasons found that 15% of all its traffic to BuyCostumes was coming from mobile devices. That figure prompted it to develop a mobile site for BuyCostumes. BuySeasons is a unit of Liberty Media Corp., No. 8 in the Internet Retailer Top 500 Guide.
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