E-retailers must focus on their specific goals and examine a vendor’s reputation and market expertise, not referrals.
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“We do not offer special pricing or promotion strategies by channel or platform. By providing our customers the same experience, regardless of how they interact with us, we are able to offer a consistent shopping experience that does not discriminate by channel of engagement,” says Tom Kraus, vice president of e-commerce at ShopHQ, No. 52 in the Mobile 500. “We are expecting huge mobile growth this holiday season as our customers continue to adopt and expand their utilization of mobile as an engagement and order channel. That growth, especially in tablets, will push mobile to new levels as we enter the first half of 2014.”
Foot Locker Inc., No. 27 in the Mobile 500, and Rakuten.com Shopping, No. 28, are not doing anything unusual for mobile for the holidays, but both offer m-commerce sites for smartphones that are more streamlined than their desktop sites. Foot Locker’s mobile site home page, for example, features a primary image that says, “Sale/Limited Time Only,” and below is a list of best sellers. A site search box tops the page. The PC site home page, though, is loaded with images and videos of athletes and shoes.
Similarly, Rakuten.com Shopping’s mobile site is quite uncluttered, with a carousel of images and offers also found on the PC site. Stacked vertically below the carousel are bars for Shop By Department, Deals, Account, and Your Orders.
The mobile site and apps of JackThreads.com are quite streamlined. But so is its e-commerce site. The web-only merchant, which offers flash sales as well as standard merchandise, is among the majority that thinks the best way to handle mobile is to keep it consistent with the entire digital channel.
“The sales and offers our customers will see on mobile will be similar to the ones available on desktop,” says Jason Ross, founder and CEO of JackThreads.com. “We’re focused on making sure mobile customers can find all of the great offerings they’d find on the web while they travel during the holidays and are away from their desktop computers.”