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OfficeMax enters mobile commerce

December 4, 2009

officemaxRetailer OfficeMax has launched a mobile commerce site right in time for the holiday shopping season.

The site is powered by Usablenet and can be found at

To get consumers into holiday buying mode, the mobile site offers shoppers that spend $50 or more free shipping.

“Consumers require personal attention and the mobile device has transformed the way they seek information, compare prices and transact purchases,” said Paran Johar, chief marketing officer at Jumptap, New York. “They want info fast and on the move so it’s essential to anticipate and respond rapidly.”

Mr. Johar is a thought-leader in the mobile space. Jumptap did not create the site, Usablenet did. Usablenet was not able to comment for this story.

The Office Max site has a click-to-call functionality that connects consumers with OfficeMax customer service representatives. There is also a store locator on the site as well.

Site visitors are able to browse and buy products such as office supplies, paper, technology, ink, toners and office furniture. The site also showcases weekly ads.

Additionally, consumers can log-in to their accounts, create accounts, view their previous and present orders and see their shopping carts on the mobile site.

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

Usablenet’s mobile Web platform provides OfficeMax 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.

OfficeMax extends its reach with the launch of its mobile commerce site.

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

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