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Dooney & Bourke makes mobile commerce fashionable

December 3, 2009

dooneyHandbag and accessories retailer Dooney & Bourke has entered the mobile commerce arena with the launch of a new mobile site where consumers can browse and buy right from the palm of their hands.

The new site lets customers browse and purchase products and is powered by Usablenet. The mobile site can be accessed on any Web-enabled mobile device at

“We could clearly see an upward trend where our customers are using mobile devices to access our Web site,” said Martin Ronk, IT director at Dooney & Bourke, Norwalk, CT. “These devices have become so popular and in order to effectively speak to these people, we needed an effective mobile presence.  Usablenet was able to completely leverege our existing internet presence and deliver a device specific version to each device. 

“The project required few internal resources and was completed quickly, in time for the holiday season,” he said.

Since 1975, Dooney & Bourke has built its reputation as a leader in the accessories market with its commitment to superior materials, expert craftsmanship and classic styling.

With access to Dooney & Bourke’s complete line of products, customer can experience the same shopping convenience available on their PCs.

Shoppers can search or browse by category, manage orders, login to their accounts or locate stores from their mobile phones.

The mobile site is optimized for any phone make or model, so users get the best viewing experience.

dooney-2Usablenet’s mobile Web platform provides Dooney & Bourke 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.

It is no surprise that retailers are increasingly turning to the mobile Web as a means of driving more sales. The mobile Web is growing beyond the traditional boundaries, according to The Nielsen Co.

Unique mobile Web users increased 34 percent from 42.5 million in July 2008 to 56.9 million in July 2009, according to Nielsen.

The shift from PC to mobile is clearly underway, as browsing the Internet ranked only 2 percent higher in engagement satisfaction on a computer than on a smartphone.

With that in mind, marketers should also know that the United States’ mobile Web traffic is at about 63 million users, according to ad network Millennial Media.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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