Online wine store WineExpress.com has launched a mobile site to let consumers buy wine no matter where they are.

WineExpress chose to use a mobile site to promote its daily, quick deals. The mobile site is the company’s first mobile initiative.

“We decided to launch a mobile site for WineExpress.com to make it as easy as possible for our customers to shop whenever and however they choose,” said Francis Juliano, chief information officer at WineExpress, New York.

“All of our exclusive deals are time-sensitive and inventory goes very quickly so this allows our customers to have the best opportunity to purchase without the constrains of a computer,” he said.

Merry spirit
WineExpress is launching its mobile-optimized Web site to meet the demands of holiday shoppers.

Consumers can access the mobile site at m.wineexpress.com.

The main feature on the home screen is a video with a wine of the day, which explains the wine’s history and taste to users by WineExpress’ wine director.

Consumers can also purchase the wine below the video.

Once users view a wine, they can also browse prices and choose to buy either bottles or cases.

To buy on the mobile site, users need to have a PayPal account.

Each wine is given a rating from one to five wine glasses and users can also read reviews to see what others have to say.

The mobile site also incorporates social media with links to the company’s Facebook and Twitter accounts.

The mobile site also has a click-to-call function, which lets users call WineExpress’ customer service number for help.

Users can also sign up for monthly wine clubs to taste test specific wines.

To promote the new mobile site and drive holiday sales, the company is offering free shipping on three or more bottles of wine through the remainder of the holiday season.

“We have seen many visits to our site coming from mobile devices and felt the need to provide both a solution to optimize the site for smaller screens and a lighter-weight interface for those browsing via  slower mobile connections,” Mr. Juliano said.

Wine and dine
The WineExpress mobile site is a smart idea for the retailer around the holiday season when consumers are likely to stock up on alcohol.

The mobile site is also effective for WineExpress because it is merchandised to showcase the newest products and the company’s daily deals.

“From our virtual wine tasting videos to providing unique wines in our clubs that arrive to doorsteps every month, our marketing initiatives focus on the customer experience,” Mr. Juliano said.

“We look to adopt technologies that help us continue to deliver exceptional service to our customers and make it easy for our customers to return to us,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York