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Burton rolls out mobile commerce site for shoppers

December 16, 2011

Burton's mobile site

British-based men’s retailer Burton has launched a commerce-enabled mobile site for consumers looking to buy clothes while on the go.

Via the mobile site, consumers can buy the retailer’s clothing and accessories. The mobile site also ties in with the Web site’s promotions and deals.

Burton is a retailer that specializes in modern clothing. The line focuses on tailoring and operates 400 stores in Britain and Ireland.

Britain brands
Consumers can access the retailer’s mobile site at

The site features a carousel at the top that includes the retailer’s newest deals and promotions.

Users can find the nearest retailer via GPS or by typing in their ZIP code.

The site also shows the newest line of clothing.

Additionally, consumers can shop the brand’s jackets, coats, jeans, chinos, suits and shoes.

To target holiday shoppers, the site features a section where users can shop edited products by three price points, which are equivalent to approximately $15, $40 and more than $40, respectively.

Users can select items and tap on them to get a closer look at products.

Consumers can also view information about the retailer, including delivery information and view a detailed list of product information.

The mobile site also features user reviews of products.

In addition, users can locate any item in British stores via street name, town or postcode.

The site also links with the Burton’s social media sites, including Twitter, Facebook and the company’s blog.

Users can contact Burton with a click-to-call or click-to-email function on the site.

Burton is also building its email database by letting shoppers sign up for the company’s email newsletter.

Tis the season
Burton is capitalizing on last-minute holiday shoppers in need of quick gifts in time for the holidays.

The company’s target demographic is young, stylish men, which are likely to have their mobile device on them and be willing to shop.

Burton is not the only retailer tapping the mobile Web to increase holiday sales.

Most recently, Lacoste upped its mobile repertoire with a commerce-enabled site that let users shop the company’s current collection (see story).

With more retailers using a mobile Web site to catch shoppers, marketers can expect 2012 to be about retailers stepping up their mobile efforts.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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