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Bakers Shoes increase overall mobile to 20pc

July 5, 2011

Bakers Shoes increased its mobile traffic to 20 percent and is seeing an increasing number of shoppers accessing the site via their smartphones while in-store.

In addition to the 20 percent of overrall traffic increase, the company also saw that it improved its multichannel – Web and mobile – strategy to get higher click-through rates, conversions and sales. Bakers Shoes is using the Adobe Online Marketing Suite to analyze online consumer behavior on its traditional and mobile sites.

“The target audience and shoppers for Bakers Shoes have been moving up from feature phones to smartphones that enable easy access to the mobile Internet,” said Ray Pun, senior product marketing manager of mobile at Adobe.

“In addition, many visitors reached the mobile site after viewing special offers and coupons made available on the company’s various social media pages, such as its Facebook fan page,” he said.

Bakers Footwear Group is a national, mall-based, specialty retailer of footwear and accessories for young women ages 16-35. It currently operates 245-plus stores nationwide.

Shoppers galore
After determining that mobile site visitorship was spiking, Bakers Shoes’ team wanted to cultivate and better engage this audience.

The company used site visitor analytics to justify the investment.

Additionally, Bakers Shoes set out to develop a mobile Web site that would be optimized across multiple device platforms and lay a foundation for social media campaigns.

The company saw increased clicks on recommended products by 60 percent.

Bakers Shoes also achieved a lift of 8 percent in conversions.

“Yes, mobile has grown to 20 percent of overall site visits,” Mr. Pun said. “Scott Cohn, director of merchandising at Bakers Shoes, says that some store managers are seeing shoppers access the mobile site while in the physical store to view product reviews or even buy products online for delivery to a home address.”

Recommended products
The company also saw that its mobile site produced a seven percent increase in revenue per visit and gained a 40 percent improvement in average order value compared to customers who did not click on a recommended product.

“Adobe sees increasing investment by retailers in building mobile sites and mobile applications to drive mobile commerce,” Mr. Pun said.

“In addition, data driven retailers like Bakers Shoes are using analytics to measure the effectiveness of the mobile channel in enabling the acquisition, conversion, and retention of consumers,” he said.

“We also expect an increasing focus on optimization, as retailers use analytics to personalize mobile experiences that can be delivered through recommendations or targeted promotions in a mobile site or mobile application.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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