The company worked with Digby to execute its mobile site. Paul Fredrick is enabling mobile as a strategic fourth channel that complements its ecommerce site and catalog.

“Paul Fredrick’s key strategy is to provide their valuable customers with access to Paul Fredrick products anytime, anywhere from the convenience of their smartphones,” said Dan Lowden, vice president of marketing at Digby, Austin, TX.

“Paul Fredrick’s mobile-optimized Web site is sleek, easy to use and designed to allow consumers to search, browse and buy products across multiple channels,” he said.

“The mobile-optimized site empowers customers with additional product knowledge through rich product images and descriptions, product customization options, ratings and reviews and social sharing.”

Paul Fredrick, which was founded 25 years ago, specializes in dress shirts.

Digby mobilizes retailers by helping them take a strategic approach to mobile commerce and in-store mobile engagement.

Mobile shopping
Customers can access Paul Fredrick’s clothing for men including dress shirts, ties, suits, trousers and sport shirts via their mobile device by entering http://www.paulfredrick.com on their browser.

Users can browse product photographs with additional image views.

Consumers can also view complete product descriptions, as well as customer-submitted product ratings and reviews to see what others are saying about certain products.

“Paul Fredrick is enabling a mobile strategy just in time for the 2011 holiday shopping season,” Mr. Lowden said.

“By enabling a mobile site, Paul Fredrick has the opportunity to develop a personal relationship with their valuable customers through enhanced shopper engagement which, in effect, drives customer loyalty, satisfaction, awareness and sales,” he said.

Key features
The mobile site also lets users view sizing information to make sure they are ordering the correct one.

Additionally, customers can shop by category, top sellers, the big and tall section and clearance.

The mobile site also features social aspects and lets consumers share their favorite products with friends and family via Twitter, Facebook and email.

Consumers can also opt-in to Paul Fredrick’s email database to receive offers and upcoming information and check in on their order status.

“Mobile is a key piece of any successful cross-channel strategy,” Mr. Lowden said. “Paul Fredricks’ goal in creating their new mobile site is to enhance both their marketing and mobile strategies by providing their loyal customers with the ability to search, browse and buy Paul Fredrick products anytime, anywhere.

“The Paul Fredrick mobile site is designed to deliver unique and meaningful content and to further engage their valuable customers through a personal, consistent relationship driving sales and customer satisfaction and loyalty,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York