Decorating goes digital as Homebase launches mobile site driven by consumer demand

To encourage great home enhancement projects whenever and wherever the creative impulse strikes, Homebase – one of the UK’s leading ‘home enhancement’ retailers – has launched a dedicated mobile site with Usablenet as it sees growing numbers of customers accessing its website via smartphone.

“We recognised that a large number of our customers wanted to interact with the website whilst on the move and we wanted to ensure that we delivered a solution which improved the mobile experience by making things quicker and easier to buy or research,” says Andy McWilliams, Head of Multi-Channel for Homebase. “It was important for Homebase to partner with an organisation who could support our objectives; with demonstrable success developing mobile solutions for leading Multichannel retailers.”

The Homebase mobile optimised site has a user-friendly design and enables secure ecommerce transactions. Once customers find the products they want, they can easily check stock in their local store and find out how to get there. The store locator feature maximises revenue opportunity by driving foot traffic to the retailer’s nearest store. The site also features a customisable scrolling image banner for relevant promotions and product displays without additional page loads, delivering a fast and enjoyable shopping experience. Additional interactive features include customer reviews and tap-to-zoom functionality to aid shoppers in their purchase decision process.

“Homebase is setting the standard in home enhancement by designing a mobile experience customised for their discerning, mobile-savvy customer,” says Carin van Vuuren, CMO of Usablenet. “They recognised the potential of increasing traffic and engagement by serving their customers through a unique mobile experience designed to communicate style, convenience and choice.”

The Usablenet platform is one of the driving forces behind mobile commerce in the UK and Europe, through recent launches of innovative m-commerce sites and dynamic multi-channel experiences for a broad range of industry leaders including Marks & Spencer.