Whirlpool has rolled out a mobile site to assist consumers in finding the best appliances while on the go.

The site at http://m.whirlpool.com was built by Arc Worldwide. It is meant to serve as a bridge between mobile shopping and in-store retail shopping.

“In an age where people are constantly on-the-go, Whirlpool Mobile will bridge the gap between digital and retail and will encourage sales both online and in-store by making it easier to find & research the right Whirlpool appliance,” said Brad Williams, creative director, Arc Worldwide.

“The appliance shopping process is a complex and widely diverse experience,” he said. “By making Whirlpool product information accessible and shareable through the mobile medium, we’re making that process faster, easier and more flexible.

Whirlpool Mobile features include complete product details and images, side-by-side product comparisons, product reviews, video demonstrations, buying guides and the ability to share and save products for future reference.

The Whirlpool Corp. is an American multinational manufacturer of major home appliances headquartered in Benton Charter Township, MI. The company is listed in Fortune 500 and has annual revenue of approximately $18.4 billion, more than 70,000 employees, and more than 70 manufacturing and technology research centers around the world, according to Wikipedia.

The primary purpose of the mobile site is to make the appliance shopping process easier and more seamless.

The site is not commerce-enabled, but does help consumers locate the best place to buy the appliance of their choice.

“For this initial mobile launch, we wanted to focus on accessibility: ensuring that product information reaches as many customers as possible,” Mr. Williams said. “We plan to consider a native app as a next step.”