The company partnered with Usablenet on this mobile initiative. Consumers can access the mobile site by entering http://www.davidsbridal.com on their mobile device.

“All users, regardless of how they are accessing our brand and products deserve to have an easy to use, branded experience with the same functional capabilities that they would experience on davidsbridal.com,” said Keely Conley, director of ecommerce for David’s Bridal, New York.

“Through the course of 2011 we extended some of our key online functionality to mobile including mcommerce,” she said. “The results and adoption rates of mcommerce have been strong, and further solidify the importance of the mobile investment as a multichannel marketing tool.”

Fully commerce-enabled
Through the David’s Bridal mobile site, consumers can experience a full mobile commerce checkout.

The mobile site also features a store locator functionality based on where the consumer is – letting them find the nearest David’s Bridal to view and try on the bridal gowns.

Consumers also have the ability to search by product from the company’s large inventory of wedding dresses, gowns and accessories.

There is also an account registration feature that lets consumers become a registered user and log-in to their account to manage.

My favorites
Users can also use the favorites functionalities feature that lets them save their favorite products to their account.

“Mobile is key to the future of the David’s Bridal multichannel experience,” Ms. Conley said. “The adoption of smartphones and tablets is changing the dynamics of retail in general.

“We believe David’s has a unique opportunity to extend mobile across a broad range of consumer touch points, ensuring we are there for our customers, anytime and anywhere,” she said.

David’s Bridal has seen more consumers accessing its site via mobile , as well as seen a consistent year on year growth since 2009.

“Mobile continues to grow as a meaningful portion of our total traffic,” Ms. Conley said. “With a third-quarter 2011 launch, we are still learning a great deal about our mcommerce customer and business.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York