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Edible Arrangements enters mobile commerce space with shoppable optimized site

The mobile site was developed in-house by Netsolace. The mobile optimized site also features a store locator to help customers find the nearest physical location.

“If you are not in the mobile space these days you are leaving money on the table,” said Steve Thomas, chief marketing officer of Edible Arrangements.

“More than half the sales for our stores come from our Web site, and our research showed that one in five of the users hitting our Web site were doing so from a mobile device,” he said.

“It was clear that we needed a better way for the on-the-go customer to use our site and it was important that we make the process similar to the online experience and as seamless a process as possible.”

With over 1100 locations open or under development worldwide, Edible Arrangements delivers  artistically designed, fresh fruit arrangements for everyday occasions and events.

Shoppable fruit
Consumers can access the mobile site by entering on their mobile browser.

From there consumers can view products, track their order, search for a specific item or shop by occasion.

The mobile site also features social media tabs that link consumers to the company’s Twitter and Facebook accounts.

“We announced it through social media, but we haven’t really had to do a lot of promotion because if they log on to the main Edible Arrangements Web site from a smartphone they are automatically redirected to the new mobile site,” Mr. Thomas said.

“Because so many customers place their orders online, I think most customers just expected us to have a mobile app and were already looking for it,” he said.

“So it really was a matter of giving them what they were already looking for.”

Importance of mobile
A mobile site such as this is a great way to connect marketers with on-the-go consumers.

It is important that marketers have an optimized presence. Company should be able to provide new and existing customers with a seamless experience – and a mobile site provides just that.

“From a marketing perspective we spend a lot of time focused on understanding our customers and delivering what they want in a way that fits their lifestyle,” Mr. Thomas said.

“This is just another example of that,” he said. “We know from out research, for example, that time is at a premium for our smartphone user. So it was important to make sure that while our mobile site reflected the experience customers were used to when shopping online with Edible Arrangements, we needed to do it with a simplified, intuitive menu bar and interface that made selecting and ordering arrangements quick and easy.

“And by adding GPS integration, users can also find the nearest store simply by allowing their phone to identify their current location, or by typing in their ZIP code. All of this saves time and makes shopping with Edible Arrangements easier and faster for the consumer.”

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