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BeddingStyle looks to differentiate mobile shopping with tailored promotions

May 1, 2014

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BeddingStyle’s mobile site

Online linen retailer BeddingStyle’s new mobile site mixes up its promotions with specific offers meant to capitalize on the growth in smartphone and tablet shopping.

BeddingStyle’s site plays up several mobile-unique features in addition to some basic shopping features such as big buttons and a simple checkout process. BeddingStyle worked with Unbound Commerce to launch the site.

“BeddingStyle saw a surge in mobile traffic and their conversion rates from this traffic was suffering, as compared to their ecommerce conversion rate,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.

“They collaborated with the Unbound design team to streamline the path-to-purchase for mobile, without losing any of the features and functionality consumers expect,” he said.

Mobile-specific offers
BeddingStyle’s mobile site is set up to feature a time-sensitive promotion at the top of the screen.

Interestingly, this promotion is different on the mobile site than the Web version.

Despite the boom in mobile commerce the past few years, few retailers tailor promotions on mobile differently than Web. When used correctly, mobile-specific promotions can benefit retailers significantly in raking in smartphone and tablet sales.

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A screenshot of the site

Underneath the promotion, the site is sectioned off with big buttons that break out product by categories including quilts, sheet sets and comforters.

Each product category drops down to display all of the brands BeddingStyle products. Search results can also be filtered to show color, size or type of product.

Product pages include large, detailed photos of the items and big copy that describes the product.

Additionally, the checkout page features big boxes designed to make it easier for shoppers to enter their shipping and payment information.

There are also customer service resources on the site that walks users through common questions, such as how to place or cancel an order.

A call-to-action at the very bottom of the page lets consumers opt-in to BeddingStyle’s email database or connect to the brand on social media.

Big-ticket sales go mobile
Unbound Commerce reports that mobile revenue increased 101.45 percent year-over-year in a recent survey of more than 350 retailers using the company’s technology.

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Another screenshot of the site

In addition to more consumers shopping from mobile, these consumers are also spending more than they were a year ago.

Per Unbound Commerce’s research, the average order value grew from $82.66 to $92.77, representing a 12 percent year-over-year growth.

Additionally, unique visitors grew 36.5 percent while total mobile page views were up 56 percent during the same period of time.

As consumers become more comfortable shopping from smartphones and tablets, retailers that sell larger-ticket items — such as high-quality bedding — are embracing mobile as an additional revenue stream.

In January, Connecticut-based retailer Westport Big & Tall, which sells brands including Calvin Klein, Polo Ralph Lauren and Perry Ellis, rolled out a mobile site after seeing a spike in mobile traffic (see story).

“A dedicated mobile site that caters to the specific buying behavior of a growing mobile audience is no longer a nice to have,” Mr. Kerr said. “For any retailer that sells online, a purpose-built mobile site allows them to stream all their product data in seamlessly, while also reserving the ability to customize the mobile site and shape it to the specific needs of the mobile buyer.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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