Consumers can browse the same functions as the company’s Web site, including browsing items by category. The mobile site is powered by Usablenet.

“Our mobile site allows customers to browse and shop The Outnet from any device,” said Stephanie Phair, director of The Outnet, Britain.

“We created an optimized version of our Web site first, before unveiling our app, because we feel that it captures a broader range of visitors and we can leverage our existing marketing whereas as an app is more niche and tends to appeal first to customers that are already converted to The Outnet,” she said.

“Our app is in the final stages of development and will be available in May.”

The Outnet is a fashion outlet devoted to selling discounted designer women’s wear and accessories.

Shopping frenzy
Consumers can access the site by entering http://www.theoutnet.com on their mobile browsers.

Customers can search for products by category such as clothing, bags, shoes, accessories, flash sales and by designer.

Additionally, there is a search tool at the top of the mobile site that lets consumers search for a specific item.

“There’s a lot of information about how mobile commerce is the next big thing and in fact Morgan Stanley predicts that by 2014 mobile will be bigger than desktop Internet and half of American’s Web browsing will be done on mobile devices,” Ms. Phair said.

“A mobile presence makes sense for our industry in particular because discount designer fashion sells out fast,” she said. “A fully optimized mobile version of our Web site means our customers never have to miss out on a great sale – even if they are away from their desks.”

Mobile purchases
Consumers can sign-in to their account to view their cart or to make a purchase.

Customers can browse an item and view several photos of it, read the product details, see the size and fit and choose their size.

If a size is sold out, consumers can add it to their most wanted list.

“A mobile presence is no longer optional for retailers – it’s a necessity,” said Nick Taylor, president of Usablenet, New York.

“Our platform enables retailers, such as The Outnet, to extend their Web site across multiple channels – including Facebook, tablets, kiosks, and of course mobile,” he said. “Having an optimized mobile site ensures that customers have a seamless and successful experience accessing the retailer’s Web site, regardless of what kind of mobile phone they have. 

“This will ultimately result in stronger brand loyalty and higher conversion rates.”