Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Carphone Warehouse aims to increase phone sales via mobile site

Carphone Warehouse has launched a mobile-optimized site that lets consumers review and buy handsets, tablets and accessories.

The company tapped Usablenet to power its HTML5 mobile site. In 2008, Best Buy acquired 50 percent of Carphone Warehouse’s European and U.S. retail interests, which resulted in the creation of Best Buy Europe.

“Carphone Warehouse is the largest independent mobile phone retailer in the world, and prior to introducing its optimized mobile site, over 15 percent of its desktop Web traffic had been coming from mobile users,” said Nick Taylor, CEO of Usablenet, New York.

“Since their transactional mobile site launched, it has been receiving 20 percent of Web traffic, and is converting at roughly half the rate of the desktop site,” he said. “With this high a percentage of mobile traffic coming to your site, it’s essential to provide your mobile users with an optimized experience that allows them to do everything they can do on a desktop, from the palm of their hands.

“If brands do not deliver a seamless and easy-to-use mobile experience to users visiting from mobile devices, those users will look to the competition to meet their needs.”

Carphone Warehouse is a mobile phone retailer with more than 800 stores nationwide.

Usablenet customers include Boots, British Airways, Delta, Estée Lauder, FedEx, JD Sports, John Lewis, Hilton and Marks & Spencer.

On the go purchases
Through the Carphone Warehouse mobile site consumers can make purchases, pick phone plans, browse accessories and organize a delivery or pick-up.

The mobile site lets users find the nearest store location by using the device’s GPS technology.

Additionally, the Deal Finder feature offers filters that let consumers narrow down their search when they are looking for something specific.

The Carphone Warehouse mobile site also features an expandable menu that lets users navigate quicker on a smaller screen.

“Mobile has evolved from being viewed as a novelty to being recognized as a necessity,” Mr. Taylor said.

“As smartphones and tablets have become key drivers of Internet usage, brands must deliver a cohesive and hassle-free mobile experience in order take advantage of a powerful revenue driver and customer engagement channel,” he said.

Importance of mobile
Rolling out a mobile-optimized site is essential for marketers.

Consumers are constantly reaching for their mobile device to make purchases and making sure the content is optimized is critical.

“In our new smartphone driven world, brands now realize that it’s no longer enough to just offer a simple optimized mobile site,” Mr. Taylor said.

“Instead, brands are implementing strategies that leverage next-generation features and technologies like HTML5 to make the mobile customer experience just as comprehensive and easy-to-use as the traditional Web site,” he said.

“As companies have gotten better at implementing well-executed mobile strategies, they are seeing increases in conversion, repeat visits, and overall positive brand awareness from users engaging with their brand via mobile devices.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York