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Crate and Barrel caters to on-the-go holiday shoppers with mobile offeringBy
Crate and Barrel, a home furnishing retailer, is letting customers browse and buy its complete catalogue of products right from their mobile phones.
The retailer teamed up with Usablenet for the launch of two mobile sites for http://crateandbarrel.com and http://cb2.com, which are supported on any mobile device make or model. Crate and Barrel’s new mobile sites offer the same ecommerce shopping experience available on the Web site, including product search/browsing, shopping cart, checkout, and order tracking.
“The launch of our Crate and Barrel and CB2 mobile Web sites is part of our strategy to innovate and serve our customers as they adopt new technologies,” said Dave Widmer senior manager of Internet at Crate and Barrel, Northbrook, IL. “Emphasizing usability and security, the sites were designed to leverage the functionality of crateandbarrel.com and cb2.com.
“Now that we’re mobile, customers can access a full range of services including holiday gift ideas, product reviews, in-store availability, favorites lists, and gift registry,” he said.
Crate and Barrel is a multichannel home furnishings retailer that was founded in Chicago in 1962 by retailing pioneers Gordon and Carole Segal. Working directly with European ateliers and factories to import their products, Crate and Barrel was among the first to make contemporary tabletop and kitchenware designs affordable to American consumers.
The company’s goal with the new mobile offerings is to create a simple, streamlined mobile experience that is uniquely branded and consistent with its Web sites.
Customers can also manage wedding and gift registries, favorites lists and access product ratings, reviews and in-store availability.
The Web sites, crateandbarrel.com and cb2.com, automatically redirect to an optimized mobile view when accessed from a phone’s Web browser.
Usablenet’s mobile Web platform provides Crate and Barrel with a new channel to extend marketing, commerce and client service efforts to its customers. It offers a fully managed service called Usablenet Mobile that translates all existing Web site functionality to a full-featured mobile interface.
The service requires no IT or Web resources on the client side, works on all Web-enabled mobile devices worldwide and can be implemented in six weeks.
Usablenet customers include American Airlines, Amtrak, Limited Brands, Marriott Hotels, Nissan and Pfizer.
Crate and Barrel has been making headlines in the mobile industry as of recently. The retailer is using the Yowza iPhone application to deliver exclusive deals to consumers.
The Crate and Barrel coupons, which are exclusive to the iPhone application, went live this month (see story).
“This holiday shopping season is going to benefit from the tremendous mobile growth we’ve seen this year,” said Jason Taylor, head of mobile products at Usablenet, New York. “Mobile is facilitating the shopping experience, helping consumers find store locations, look up product reviews and prices, and even find deals instantaneously.”
“Crate & Barrel is a retailer that recognizes that its customers are already trying to do this with all the brands they shop at,” Mr. Taylor said. “The strategy is to be where the customer is.”
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