NEW YORK – Footwear retailer Steve Madden is pursuing a multichannel strategy with a mobile experience that will lockstep with its PC Web experience.

One of the more innovative players in the mobile commerce space, the New York-based company is intent on taking mobile essentially beyond ecommerce. It sees huge opportunities in the space and is ramping up its mobile initiatives accordingly.

“We want to lead in mobile,” said Andrew Koven, president of ecommerce and customer experience at Steve Madden, at the Mobile Boot Camp hosted by Mobile Marketer and Mobile Commerce Daily. “We recognize that this device is uniquely targeted, which gives us an incredible opportunity not just to build our brand, but [to also] utilize mobile to facilitate transactions of our brand.

“Ultimately ,we want to provide consumers with the information they need – the information that is appropriate for the type of purchase that they make,” he said.

Mobile site
The imaging that Steve Madden is using for its mobile commerce site will mirror its online homepage. The company does not seek a dramatically different environment for its mobile site.

“They may use their mobile device to access the site and put an outfit together,” Mr. Koven said. “We would like to be seen as a portable style device.”

Steve Madden also revealed its mobile commerce site roadmap at Mobile Boot Camp, hosted on Tuesday, March 2 by Mobile Commerce Daily and the National Retail Federation in San Francisco.

The company’s mobile operations will soon include SMS, MMS and click-to-call. In addition, it will have SMS offers and coupons, mobile search ads, mobile Web display ads and in-application display ads. (see story)

Shoe mania
Meanwhile, mobile consumers can currently access Steve Madden store locations, directions and look up inventory on a specific item.

In addition, consumers can shop via their handset and add items to a shopping cart or share their favorite looks via social networks including Facebook and Twitter.

The company claims that it will not matter if consumers buy footwear from its own store or have to go another store such as Nordstrom because there might not be any Steve Madden stores in their city.

Steve Madden’s main concern is to make sure that it has a more successful store operation with its upcoming mobile commerce site.

“The key pieces are in place,” Mr. Koven said. “You don’t want to oversimplify it.

“We’re going to live in the next 6-8 years,” he said. “Consumers are going to do exactly what we promised them they can do.”