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Sur La Table breaks into mobile with optimized site

By
December 12, 2012

Sur La Table has launched a mobile site that serves as a digital hub by letting consumers shop and sign-up for cooking classes.

Consumers can access the mobile site by entering http://www.surlatable.com/ on their mobile browser. Moovweb is powering the Sur La Table mobile site.

“We’re excited about this project because their site is complex with lots of different flows,” said Mitch Bishop, chief marketing officer at Moovweb, San Francisco.

“They sell high-end culinary products, so there are the usual image galleries and sorting by categories,” he said.

“But they are also very successful with culinary classes, which is a whole new flow for mobile and helps them reach a younger audience.”

Sur La Table is a high-end retailer specializing in cooking tools. The company also offers a cooking class program to consumers.

Mobile inspiration
The site is merchandised to feature current promotions, such as holiday gifts, at the top of the screen.

Through the mobile site, consumers can also shop by category.

Search plays a big role in how consumers find products on the Sur La Table mobile site and the search tab on the top of the screen lets consumers filter their search results by brand, price, size, material and color.

An option that lets users toggle between list and grid view is unique to the mobile version of the site and gives users an additional way to wade through the brand’s product catalog.

Users can also sign-up for email newsletters within the optimized site.

Customer service options at the bottom of the mobile site give users an extensive amount of options to connect with the company, including requesting a catalog and access to recipes.

In addition to selling products, another big push behind the mobile site is to promote Sur La Table’s cooking classes.

Via the site, consumers can view a calendar of upcoming cooking classes and reserve their spot. The mobile site also includes detailed information about the classes, including descriptions on what skills are taught, who the instructor is and lets users shop class-specific products.

Users can also search and create gift registries via the site, buy physical and virtual gift cards, track an order and create wish lists.

Multi-platform shoppers
Sur La Table’s mobile site stands out because of the wide amount of content available to consumers.

Additionally, the site features a store locator tab that aims to drive consumers to its many locations.

Mobile commerce continues to grow, showing how consumers are doing everything from researching to checking-out from their handsets.

“What we are seeing is that mobile site traffic has more than doubled from last year,” Mr. Bishop said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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