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Northern Tool taps mobile commerce site to increase sales

August 25, 2010

northNorthern Tool and Equipment debuted its mobile-optimized site to provide consumers with an on-the-go shopping experience that complements its ecommerce site.

The company partnered with Digby to power its mobile commerce software platform. Consumers can access the site on several smartphones, including Apple’s iPhone and iPod touch, Research In Motion’s BlackBerry and Google’s Android devices.

“The strategy is to offer a great mobile Web shopping experience that complements the Northern Tool ecommerce desktop Web site, catalogs, and more than 65 stores in 11 different states,” said Dan Lowden, vice president of marketing at Digby, Austin, TX.

“Customers will now have access to all of the great tools that Northern Tool Offers via their mobile device,” he said. “Web reaches the most customers across popular mobile devices.”
Burnsville, MI-based Northern Tool offers a wide selection of products from consumer goods to industrial and construction equipment to do-it-yourselfers, contractors and professional shops.

Digby provides mobile commerce services designed specifically for retailers.

Mobile equipment
Consumers can research and purchase items via the mobile commerce site.

Customers can view product photographs and descriptions, read reviews, shop by brand or find the nearest store.

In addition, consumers can check the status of their order or add a product to their wish list.

Here is a screen grab of the mobile site:


“We are considering this and will see the reaction from our customers to the mobile Web,” Mr. Lowden said. “The benefit of working with Digby is that they can deliver a rich mobile Web experience and we can move to apps for the iPhone, BlackBerry or Android devices based on customers needs and wants.

Inventory search
Consumers can search by category, including air compressors, engines, fans, hand tools, generators, tires, water pumps and power tools.

In addition, consumers can shop sales and specials.

There is also a search button, where consumers can narrow down the inventory by looking for a specific product.

Here is another screen grab of the mobile site:


“We are offering a unique experience for mobile devices as our mobile customers have unique needs,” Mr. Lowden said.

“We are looking at mobile as a strategic channel,” he said. “This is our initial effort into mobile and we will take these learnings and expand from there.”

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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