Rockport recently launched its new mobile site. The company decided to roll out an optimized site for mobile devices after seeing how many consumers access its site via their handsets.

“Our footwear is developed to meet the needs of the metropolitan professional who leads an active on-the-go lifestyle,” said Kim Correia-Hunt, director of ecommerce at Rockport, Boston.

“Therefore we want to enhance their mobility and make it easy for them to search, browse and purchase our products on their mobile devices,” she said.

Rockport sells men’s, women’s and kid’s dress and casual footwear.

The company worked with Unbound Commerce to help develop the mobile site.

Foot forward
Since the launch of Rockport’s ecommerce Web site in 2011, 9.7 percent of its total traffic has come from mobile devices.

Additionally, 82.5 percent of mobile visitors to Rockport.com are on iPad or iPhone device.

Rockport also saw that visitors currently buying on a mobile device spend 4.6 percent more than on the actual ecommerce Web site.

Consumers can access the mobile site by entering m.rocport.com on their handset browser.

Consumers can shop for shoes via the Rockport mobile site

The Rockport mobile site is primarily an etail site that provides multiple ways to shop and search for products while on the go.

Consumers can share their favorite products with friends and family via Facebook, Twitter, Google+ and email.

The mobile site includes a Go Location feature that incorporates the device’s GPS technology and lets consumers finding the nearest store that sells Rockport shoes.

Consumers can also shop by category, shoe type and accessories.

Additionally, Rockport encourages consumers to sign-up for its email database where they can also receive 15 percent of their purchase.

“We knew that creating a user-friendly mobile site that allows for a consistent Rockport experience whenever and wherever they are, was of critical importance and we are really pleased to have launched it,” Ms. Correia-Hunt said.