February 27, 2013, 9:55 AM

A mobile commerce site over-achieves for an underwear retailer

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“We already had the data, we just were not using it for search,” Hunsinger says. “If you only want Superman boxers and not Superman toddler pajamas, you can find exactly what you’re looking for within site search. It’s a lot easier to buy when you are only seeing what meets your requirements. When we make the change to SLI for mobile search, our mobile conversion rate will increase.”

WebUndies.com has an m-commerce site for all smartphones and a catalog for tablets, but it has no mobile apps for iPhone, Android or other smartphones. That, Hunsinger says, will be remedied in the not-too-distant future.

“I don’t think it will be a shopping app,” she says. “We have talked about a brand-building app. We have fun products and a fun logo, and that’s something we would like to build on. More of a game than any sort of m-commerce app. Our kids have a million great ideas for a game app; it really is a family business. Not everyone can talk about underwear at Thanksgiving dinner.”

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