In addition to relaunching its mobile site, the company has updated its Web site as well. A mobile site is a great way for Shopbop to reach its on-the-go consumers.

“Our strategy is always to start with the customer,” said Melissa Weiss, vice president of global marketing and strategy at Shopbop.

“We know that she is shopping on mobile, and our intention was to create a site that is engaging and easy to shop on the platform,” she said.  

Mobile shopping
Through the mobile site, consumers can shop the latest looks.

Users can shop by designer, editor’s picks, top sellers, clothing, shoes, bags, accessories and sale items.

The mobile site also features a search functionality that lets consumers find a specific product.

Additionally, consumers have the option of logging into their account, as well as check past purchases.

“It is always our intention to ‘serve her where she is,’” Ms. Weiss said. “We were thus insistent on creating a consistent experience across all customer touch points, including our Web site, mobile, and social platforms – a new Facebook page and blog launch next week.

“For our mobile site, inspired by the way our customer engages there, we wanted to create an incredibly easy way for the customer to find what she is looking for, and create pictures that were large enough for her to really understand the clothes,” she said. 

“We also have also increased the editorial on the mobile site, with new highlighted categories, selected by our fashion director, as we believe that curating content for the customer is supremely important on mobile, as across all platforms.”

Driving sales
A mobile site is a smart move for Shopbop.

Furthermore, revamping a mobile site to better accommodate tech-savvy consumers is spot on. Similar to Web sites, marketers need to remember that it is critical to continually update their mobile sites.

Making sure the user interface is easy to use is key.

“We will continue to invest in serving the customer across mobile platforms,” Ms. Weiss said. “We have seen tremendous growth in mobile, and believe shopping on mobile will become increasingly the norm. 

“We engage in careful analysis of her behavior across platforms, and are investing in innovation to serve her better in a platform specific way,” she said.

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