The company tapped Branding Brand to help execute the mobile site. By expanding globally, Ralph Lauren is able to reach a majority of consumers.

“A mobile site is a smart move because the customers are already there,” said Chris Mason, cofounder/CEO of Branding Brand. “They’re at your door, the question is whether or not you let them in,” he said.

“In July, 2010, we saw smartphones averaging around 4 percent of total retailer traffic,” he said. “Now, it’s at nearly 20 percent across all clients. A good mobile site can improve customer experience and enhance convenience.

“According to comScore, 40 percent of all French mobile users have smartphones. In the United States, it’s close to 42 percent.”

On-the-go shopping
Consumers can access the Ralph Lauren French site by entering m.ralphlauren.fr on their mobile brower.

From there, consumers can shop the latest looks, browse by category including men’s, women’s and baby, as well as use the search feature at the top of the site to look for a specific item.

Users can also check out the Ralph Lauren Magazine, Ralph Lauren TV and the Style Guide.

Additionally, Ralph Lauren has incorporated social media into the mobile site.

There are Facebook and Twitter tabs that let consumers further engage with the company.

“Mobile is growing, and it’s growing fast,” Mr. Mason said. “This month, we’re seeing more money pass through our sites than ever before.

“But, it’s not just about smartphones anymore – it’s tablet, it’s in-store,” he said. “The trick is connecting everything together into a seamless brand experience.”

Mobile retail
Having a mobile site is becoming a necessity for retailers.

Consumers are turning more to their mobile device than their PC to make purchases.

Therefore, making sure the content is optimized for mobile and the shopping experience is seamless is crucial.

“For many of these clients, this also means extending the mobile experience in other countries,” Mr. Mason said.

“Branding Brand is steadily increasing our international presence,” he said. “We currently work with brands in 6 of the top 8 mobile user markets, including Japan, UK, U.S., Canada, France, and Germany,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York