Marks & Spencer’s m-web site has attracted 1.2million visitors since its launch in May, with more than 10million page views and 13,000 orders from the site – including one single order for £3280 – reveal figures from the company and MIG, which consulted on the sites user experience, functionality and design.
The most popular handsets to hit the m-web site are iPhones, followed by Android. Types of orders range from clothes and food to widescreen TVs and even furniture – the largest single order through the site so far being £3280 for two sofas.
“For M&S the m-commerce site is all about getting product quickly and easily to consumers via mobile and paying for their product on their mobile device,” Sienne Veit, Social and Mobile Commerce Development Manager, Marks & Spencer. “Our aim is to integrate mobile as a channel to stand alongside web, phone and stops as part of ‘Shop Your Way’, to increase basket size and drive sales. We’ve also incorporated a customer feedback facility to enable customer review’s, we’ve also given consumers a choice of delivery method.”
Tim Dunn, Director of Strategy, Mobile Interactive Group adds: “It’s been a pleasure to work with such a forward thinking brand as M&S. They have truly embraced mobile and really understand how their consumers want to be able to access and purchase products. At all times their focus has been on building the perfect mobile user experience and providing the key features to facilitate sales via the mobile – A channel that is becoming an ever more important shop front for high street retailers. We’re already working on phase two and implementing new features to further enhance the user experience.”
Consultancy for the development of the m-commerce mobile internet site between M&S and MIG, in conjunction with Usablenet, commenced in early April this year and took a phased approach. Phase one being ‘Discover and Definition’, moving through to ‘Concept look and feel’, ‘Design Refinement and Approval’ to ‘Making sure the site worked on Multiple Handsets’. Throughout all phase’s user experience, design and usability were core to discussions.
Features on the site include a store finder to locate your nearest outlet, the ability to search per product and then to refine these searches to a specific item, to facility register account information, and the site boasts a full product range for Women’s, Men’s, Kids Clothing, Home and Furniture, Technology and more.
Sienne Viet and Tim Dunn will be joining David Tarbuck from Argos, Mark Cody from O2 and Alex Meisl from Sponge on 12th October at the Internet Retailing Conference to talk more about mobile.
