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Peltz Shoes gets up-to-speed with ecommerce mobile site

July 28, 2014

peltzShoes and accessories retailer Peltz Shoes’ opted for a Web responsive design on its mobile site and has experts wondering if a mobile application is in the works for the retailer, which will ultimately depend on Peltz Shoes’s online traffic volume.

Given the prevalence of mobile shopping these days, apps have the potential to take a brand or retailer to the next level entirely. Peltz Shoes could probably use this boost, as a retailer who may tend get lost in the shadows, making its move to mobile first crucial.

“Creating a mobile compatible site is almost a necessity for ecommerce merchants since online shopping via tablets and smartphones continues to grow and the user experience suffers when sites aren’t optimized for mobile,” said Nathalie Reinelt, industry analyst at Aite Group, Phoenix.

Layout, design first
Larger icons are prevalent on Peltz Shoes new site.

Peltz Shoes’ mobile site 

While browsing, users have sorting and filtering options, which is a crucial tool when an abundance of brands are available. After making a product selection, users can easily scroll and click through color and size options without worrying about accidentally clicking the wrong icon.

Being a less prevalent retailer, the move certainly carries the retailer up to speed and will likely open opportunities of increased sales. These increased sales could potentially give adequate reason for an app in the future. All in all, the retailer is expected to be moving in the right direction.

Web responsive drives results
Footwear and accessories brand Donald J Pliner saw drastic improvements in sales and membership upon the celebration of the one-year anniversary of its mobile-optimized Web site, including a three percent increase in average order size.

The site differs from typical Web-responsive sites with the use of an adaptive design and content that is customizable across each channel, giving the brand the ability to maintain certain inventory geared towards the mobile user. Ecommerce software platform MarketLive managed the brand’s transition to mobile in attempt to triple online revenue within a three-year period (see story).

Fashion retailer bebe released its Web responsive mobile site earlier in June, aimed to narrow in on personalization to propel the consumer experience.

Also prioritizing data-driven metrics, the brand will learn more about its consumers to deliver tailored content and offers. Up until this point, the brand has maintained the majority of its sales via in-store transactions, but this move will likely give the brand the push it needs to modernize its capabilities (see story).

As Donald J Pliner and bebe may also be targeting an app in their future plans, Peltz Shoes’ success on mobile could determine similar aspirations.

“While a mobile app is useful for some merchants, it would really depend on how much mobile e-commerce volume Peltz is receiving to justify the ROI for developing a white label mobile app,” Ms. Reinelt said.

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Commerce Daily, New York

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