John Lewis launches mobile strategy

Next Monday sees the launch of the never knowingly undersold’s retailer’s first mobile version of their 100,000 product online site.

The new mobile site launching on the 11 October will enable customers to buy from the full assortment as well as locate their local shop.

Customers can access the new site from their mobile by typing into their browser. Alternatively they can type and it will automatically redirect to the optimised version for the site.

The retailer is launching the functional and transactional mobile site, which can be easily accessed from any internet-enabled mobile phone, to understand customers’ needs before considering the further development of mobile applications.

According to John Lewis this is just the first step and presumably if it’s succesful it will lead to a mobile app. The mobile site is described as an “enabler for a mobile application” and John Lewis is looking at app development once the site itself has been successfully launched.

Plans for the mobile app are currently being scoped out for an app which will be focused more on the experience and personal relationship that customers have with the retailer. John Lewis is looking at early 2011 for a potential launch of the app.

‘Our customers’ appetite for mobile commerce has grown enormously and our focus has been on developing a site with a seamless experience. Mobile is a vital part of our vision to become the leading multi-channel retailer in the UK, so watch this space for future developments,’ said Jonathon Brown, Head of Online Selling at John Lewis.

The new mobile site has been created by the user experience and web design team at John Lewis, and developed in partnership with a specialist third party, Usablenet.

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