The new enhancements feature scrolling promotions, expanding navigation, collapsible menus, high-resolution image galleries and GPS functionality. In addition to ShopNBC, brands such as Expedia, Garnet Hill, ASOS, and others have introduced next-generation mobile Web enhancements through the Usablenet HTML5 platform.

“This is part of our shop anywhere initiative, which allows customers to interact with ShopNBC in the way that best meets their needs and their lifestyle,” said Carol Steinberg, executive vice president of Internet, marketing and human resources at ShopNBC, New York.

“We are always looking for ways to provide a consistency of experience across all of our channels and platforms,” she said.

“By providing the live video streaming, we are giving our customer the ability to engage with ShopNBC on their mobile device with full functionality and features.”

Mobile enhancements
The mobile enhancements feature improved shopping baskets with notification windows.

Notifications slide down once an item is added to the cart, displaying the addition to the cart as well as the updated cost.

Shoppers can choose to check-out, or the window will disappear after a few seconds, letting users continue shopping without disruption.

“We have an engaged and loyal customer base and we are looking at ways in which to enhance their experience with our mobile site,” Ms. Steinberg said.

“By providing our customer with live video streaming we are making it easier for them to interact and engage with us wherever and however they choose,” she said.

“We know our customer has an on-the-go lifestyle and we want to provide a mobile experience that meets their needs.”

Marketing
ShopsNBC is using the full power of integrated marketing via its TV, Internet and social platforms to raise awareness of the live video streaming enhancement, along with its other mobile platform enhancements.

“ShopNBC is currently working to introduce an engagement-focused iPad app that will generate a compelling and engaging experience targeted to a specific merchandise category,” Ms. Steinberg said.