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Fred Meyer Jewelers takes a shine to mobile, introduces two mobile sites

Just in time for Valentine’s Day, Fred Meyer Jewelers has introduced two mobile sites to make it easier for on-the-go customers to shop for their sweethearts.

Fred Meyer Jewelers partnered with Moovweb to create mobile enabled Web for sites for both Fred Meyer Jewelers and Littman Jewelers to address the needs of its growing mobile audience. To celebrate the launch, the retailer is offering free two day shipping on all orders through February 14.

“In the past year, we’ve been optimizing the existing Web site to be a better mobile viewing experience but knew we’d need more,” said Kristina Zlateff, ecommerce director at Fred Meyer Jewelers, “We’ve seen a great spike in Web site visitors using smartphones and tablet devices, as well as sales.

“We recognized that our standard Web site experience, although better optimized was still not optimal for our increasing visitor base with varying technology and viewing types.”

“Mobile is a more important channel for our business including digital marketing expansion and will assist with the optimization of everyday marketing vehicles to be more mobile friendly too. Essentially, we’ve added a new shopping channel to our business with a more personalized Customer experience.”

Driving purchases
Mobile users visiting the site are informed of any sales or new announcements. The mobile checkout process includes the option for customers to enter their rewards card number, so they can earn points for fuel discounts. 

The mobile sites also provide access to the company’s expansive jewelry assortment, including large images and detailed product information, the ability to purchase gift cards and access to a wish list, a store locator and customer reviews.

“Brands like Fred Meyer and Littman Jewelers see the increase in mobile shopping and mobile purchases,” said Ajay Kapur, CEO and founder of Moovweb, San Francisco.

“Mobile shoppers have what they need at their fingertips to make informed purchase decisions,” he said. “Reaching the customer and providing rich information not only drives purchases but also offers convenience for the customer.”

Mobile customers can also use the mobile sites to access their existing account information to see what they have purchased and obtain the status of an order in shipment.

Fred Meyer is no newcomer to mobile.

Prior to the mobile site launches, the jewelry retailer experimented with mobile display ads. It also has a strong Facebook, Twitter and Foursquare presence, all of which are heavily used via mobile devices, according to the retailer.

Fred Meyer also uses QR Codes and SMS on a regular basis, engaging with our mobile audience based on their preference.

Fred Meyer Jewelers is the nation’s third-largest fine jewelry retailer operating nearly 400 jewelry stores in 36 states under the Fred Meyer Jewelers and Littman Jewelers brand names.

Going forward, Fred Meyer plans to incorporate new features such video into its mobile sites.  

“We want our mobile experience to be easy to use and deliver what our customer’s need as fast as possible; even with smartphone and tablet device technology today – it is never fast enough or personalized enough for each one of us,” Fred Meyer’s Ms. Zlateff said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York