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Brookstone pushes catalog requests via mobile site



Brookstone is targeting tech-savvy shoppers via its new mobile site, letting customers shop the entire store’s inventory and request a catalog from their devices.

In addition to ordering products, users can browse the store locator to find the closest store near them. The mobile site is powered by Usablenet.

“Brookstone’s iPhone application extends the functionality of their mobile Web site to an iPhone application format,” said Nick Taylor, president of Usablenet, New York. “Applications tend to forge a more intimate connection with the mobile phone user as apps live permanently on the handset, encouraging repeat visits.”

Brookstone is a specialty retailer offering an assortment of consumer products.

Mobile products
Consumers can shop by several categories, including electronics, bedroom, for the home, massage, bath and spa, outdoor living, home fitness, time and weather, travel, automotive and garage and gift ideas.

Customers can also request a catalog via the mobile site or call customer service via their smartphone.

Brookstone products on mobile site

In addition, Brookstone is offering free shipping on purchases more than $90.

Product descriptions on mobile site

Buy, buy, buy
When consumers click on a product, they can view user ratings, product description, alternative images, shipping information and product manuals.

Categories page on mobile site

Customers can also email the product page to a friend.

Additionally, users can search Brookstone’s inventory view the search tool on the top of the mobile site.

“Brookstone’s launch was especially noteworthy as the site integrates cutting-edge technology to showcase video content elaborating on product descriptions,” Mr. Taylor said. “More recently, they’ve launched a new iPhone application, which supports full ecommerce functionality, a store locator with Google Maps integrated, product search, and sign-up – order tracking, e-mail sign-up, careers section, and catalogue request.

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York