The TreadClimber mobile site is accessible at http://www.treadclimber.com and is built in HTML5 to mimic a similar Web and mobile design. Nautilus is working with Velti on this initiative.

“Smartphones have really opened up our ability to directly reach consumers with commerce,” said Michael Robinson, creative manager at Nautilus, Vancouver, WA.

“Traditionally we’ve used mobile as a channel to drive new customer acquisition, generate leads, and educate consumers about our products, but we’re increasingly seeing that consumers want to shop on mobile too,” he said. “Smartphone and tablets are taking on more of a role as the primary devices consumers use when making purchasing decisions and buying.”

The Nautilus portfolio includes the TreadClimber, Bowflex, Universal CoreBody Reformer, Nautilus and Schwinn Fitness products.

Mobile shopping
Consumers can shop on the site by reading reviews, flipping through photos and viewing details about products. From there, users can add items to their shopping carts.

Additionally, consumers can watch short video testimonials from TreadClimber owners.

The site also lets users request an information kit. Mobile revenue continues to grow, but TreadClimber’s products range from $1,000 to $3,000, meaning that lead generations play a large role for the brand.

Users can opt-in to the brand’s SMS program via the mobile site, which includes offers, articles and tips.

Links to Facebook, Twitter and YouTube are prominently placed at the bottom of the page above a click-to-call button that consumers can click on to contact the company.

Optimize for mobile
Nautilus previously had a mobile site that was not commerce-enabled.

As a result of optimizing their site, the company claims that generated leads have increased 150 percent year-over-year as of January. Additionally, clicks-to-calls have doubled each quarter with an average of three page views per visit.

Even without mcommerce, TreadClimber’s mobile site has seen mobile device-driven revenue increase 95 percent. Visitor traffic has also grown by 200 percent.

As mobile continues to see an uptick in commerce, retailers increasingly have more tools at their disposal to target users.

For example, Harry Patz, chief revenue officer at Velti, San Francisco, believes that Apple’s Passbook will be a major factor for retailers to help streamline the process of gathering and using mobile coupons for users.

“The number of ways to market to consumers on smartphones is growing due to technology advancements, changes in consumption habits and increased smartphone adoption,” Mr. Patz said.

“Retailers specifically are at a huge advantage – they can talk to consumers while they are engaged in the shopping process,” he said. “It will be interesting to see how mobile payments and coupons evolve through new devices and carriers.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York