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Boots lets consumers shop on the go via mobile-optimized site

September 23, 2011

Pharmacy health and beauty retailer Boots is letting consumers browse and shop their favorite products via a mobile-optimized site.

The company tapped Usablenet to power the mobile site. Consumers can access the mobile site by entering on their mobile browser.

“The new Boots UK mobile site is a streamlined version of,” said Marc Sbardella, senior digital marketing manager at Boots, London.

“We were aware of our customers need for mobile and we wanted to make it as easy as possible for our customers to browse and shop our ranges regardless of where they are,” he said.

“It is important for us to deliver a mobile experience that allows our customers to quickly and easily interact with our brand.”

Boots lets consumers buy health and beauty products online.

Mobile shopping
Consumers can shop by category such as toys, beauty, fragrance, toiletries, men, electrical, new and offers.

The Boots mobile site

Customers can also use the store locator feature to find the nearest location to shop in-store.

In addition, the mobile site includes search functionality that lets consumers look for specific items.

Customers are also able to access their account and contact the company with any questions.

“Boots is focused on engaging our customers wherever they are,” Mr. Sbardella said. “Since our consumers are using smartphones to search store locations, browse products, make purchases, and more, it is extremely important for us to reach our users in the multichannel environment.”

On-the-go purchases
Rolling out a mobile site is ideal for a brand such as Boots.

Consumers always have their mobile device on hand and can browse and shop their favorite products no matter where they are.

“No matter which channel our consumers choose to interact with the Boots brand – in store, online or via mobile, we aim to provide the best customer experience possible,” Mr. Sbardella said. 

“With the launch of our new mobile platform powered by Usablenet, we believe we’ve brought our mobile experience up to par with our in store and online shopping experience,” he said.

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

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